Viant Technology (NASDAQ:DSP – Get Free Report) and PubMatic (NASDAQ:PUBM – Get Free Report) are both small-cap business services companies, but which is the superior investment? We will compare the two businesses based on the strength of their analyst recommendations, earnings, profitability, risk, dividends, institutional ownership and valuation.
Institutional and Insider Ownership
11.4% of Viant Technology shares are held by institutional investors. Comparatively, 64.3% of PubMatic shares are held by institutional investors. 28.8% of Viant Technology shares are held by insiders. Comparatively, 2.9% of PubMatic shares are held by insiders. Strong institutional ownership is an indication that hedge funds, large money managers and endowments believe a company is poised for long-term growth.
Earnings and Valuation
This table compares Viant Technology and PubMatic”s top-line revenue, earnings per share and valuation.
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Viant Technology | $243.25 million | 3.09 | -$3.44 million | ($0.12) | -98.67 |
| PubMatic | $267.01 million | 2.82 | $8.88 million | $0.36 | 42.25 |
Risk & Volatility
Viant Technology has a beta of 0.74, suggesting that its share price is 26% less volatile than the S&P 500. Comparatively, PubMatic has a beta of 1.39, suggesting that its share price is 39% more volatile than the S&P 500.
Analyst Recommendations
This is a breakdown of recent ratings for Viant Technology and PubMatic, as reported by MarketBeat.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Viant Technology | 0 | 1 | 4 | 0 | 2.80 |
| PubMatic | 0 | 3 | 4 | 0 | 2.57 |
Viant Technology presently has a consensus target price of $12.20, indicating a potential upside of 3.04%. PubMatic has a consensus target price of $21.00, indicating a potential upside of 38.07%. Given PubMatic’s higher possible upside, analysts plainly believe PubMatic is more favorable than Viant Technology.
Profitability
This table compares Viant Technology and PubMatic’s net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Viant Technology | -0.33% | -7.39% | -5.05% |
| PubMatic | 7.08% | 6.92% | 3.07% |
Summary
PubMatic beats Viant Technology on 10 of the 13 factors compared between the two stocks.
About Viant Technology
Viant Technology Inc. operates as an advertising technology company. It provides Household ID, a people-based innovation that combines digital and personal identifiers into a normalized household profile; AI Bid Optimizer, solution that uses AI to analyze historical bid opportunities to predict the lowest media cost for desired advertisement; and Viant Data Platform, which offers marketers control over their own data with actionable insights into their marketing initiatives within a single platform. The company also offers Holistic, an omnichannel DSP for marketers and their agencies to manage omnichannel campaigns and access metrics from each channel to inform decisions in other channels; Viant Identity Graph, which reduces or eliminates the need for cookies by enabling matching of people-based identifiers that anchor digital identifiers that allows marketers to reach targeted consumers in a privacy-conscious manner; and Direct Access, a path optimization program. In addition, it provides campaign analysis and data intelligence tool that empowers customers with differentiated insights, including conversion lift, multi-touch attribution, foot-traffic data reports, digital-out-of-home lift, sales reporting, and ROAS analytics; and self-service platform that provides customers with transparency and control over their advertising campaigns and underlying data infrastructure. The company sells its platform through a direct sales team focused on business development in various markets. It serves purchasers of programmatic advertising inventory; and large, independent, and mid-market advertising agencies, as well as marketers. The company was founded in 1999 and is headquartered in Irvine, California.
About PubMatic
PubMatic, Inc., a technology company, engages in the provision of a cloud infrastructure platform that enables real-time programmatic advertising transactions for digital content creators, advertisers, agencies, agency trading desks, and demand side platforms worldwide. Its PubMatic SSP, a sell-side platform, used for the purchase and sale of digital advertising inventory for publishers and buyers. The company also provides solutions, including OpenWrap, a header bidding solution; Openwrap OTT, a prebid-powered unified bidding solution; Openwrap SDK, an enterprise-grade management tools and analytics; Connect, a solution that provides additional data and insights to publishers and buyers; Activate, which allows buyers to execute direct deals on its platform across publisher inventory; Convert, a commerce media solution; and Identity Hub, an ID management tool for publishers that leverages specialized technology?infrastructure?to simplify the complex alternative identifier marketplace. Its platform supports an array of ad formats and digital device types, including mobile app, mobile web, desktop, display, video, over-the-top (OTT), connected television, and media. The company was incorporated in 2006 and is based in Redwood City, California.
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