Bay Area-based Marin Software is set to sell its initial shares late on Thursday. Analysts expect to see a strong debut from the digital ad management company.

Trading begins Friday when CEO Chris Lien will ring the opening bell on the New York Stock Exchange.

Fortune is reporting that Marin Software’s IPO is more than 2x oversubscribed, and that it is expected to price above its range. Marin is likely to perform on par with Model N and smart grid business Silver Spring Networks. Both newly-public companies saw their stock jump about 30 percent over the target IPO price.

This recent string of hot IPO’s is evidence of the public’s confidence in Bay Area tech.

Marin plans to sell 7 million shares at a price range of between $11 and $13, which would raise about $91 million. It will be the first ad-tech company to go public this year.

The company helps advertisers and agencies manage and track paid search ad campaigns across Google, Bing, Yahoo, Baidu (China’s search behemoth), and other search sites. Annual revenues have steadily risen, which is a strong sign for investors.

Unlike the tech giants of the dot-com era, these IPO candidates are drumming up interest without overstating their revenue potential. Marin Software admitted in the months prior to going public that it would be unlikely to reach profitability “in the foreseeable future.”

For the entirety of 2011, Marin had revenues of $36.1 million and a loss of $17.4 million, and the company failed to book an annual net profit in 2012.

“Once you go public, you want to make sure you can provide very predictable estimates to the street,” said Jim Moore, founder of mergers and acquisitions firm J Moore Partners, in a recent interview. “People won’t trust the story otherwise.”