advertising networks, a new offering from PubMatic could be the answer. This week, PubMatic launched AdFlex. This new platform aims to help advertising networks make sure they have enough of the right kinds of advertising inventory for different online campaigns.

To do this, AdFlex aggregates publishers’ inventory and serving that information to advertisers based on the type of targeting they need; ads within the networks can be targeted geographically, behaviorally or according to demographic. Advertising networks get the information real time so that they know where ads are running and can relay that information to their marketers.

“Getting instant access to the right web site inventory at the right time is critical to our success and our advertisers’ success. In addition to our own network of publishers, we need instant access to flexible inventory that meets the needs of our advertisers,” said Ajay Sravanapudi, President and CEO of Lucid Media.

One interesting option is that advertising networks can choose to serve ad inventory from their own network publishers or they can choose content sites from outside their organization.

Advertising networks don’t have to be members of PubMatic’s platforms to gain access to the information provided or to take advantage of the inventory to be served. Advertising networks can buy and deliver ad inventory based on the targeting needs of their advertisers.

Tags: advertisers, advertising networks, aggregates, campaigns, ceo, instant access, launches, marketers, platforms, publishers, real time, right time