New York, New York, 24 October, 2016 – MediaMath, the leading independent programmatic company for marketers, today announced the integration of Google DoubleClick Ad Exchange (AdX)’s Programmatic Guaranteed product, the first external programmatic technology partner to do so. Google estimates nearly 60% of programmatic spending will be via Programmatic Guaranteed by 2019.
Programmatic Guaranteed brings the value of premium publisher inventory, the newest trend in ad tech, to the automated world of real-time bidding. More and more, advertisers are looking for new ways to procure inventory through direct deals both efficiently and at scale without sacrificing quality. MediaMath’s integration with Programmatic Guaranteed does exactly that by streamlining the workflow for securing and negotiating high-value inventory from more than 500 publishers. More importantly, though, it has sparked the culmination of manual media executions by bringing marketers one step closer to closing the loop on leveraging programmatic for all their media buys.
Tanuj Joshi, VP, Media Partnerships, MediaMath, commented, “We are excited to be the first company that Google has opened their Programmatic Guaranteed offering to. The opportunity is live with us in all AdX markets: EMEA, APAC, LATAM and North America. Advertisers achieve better ROI when they execute this new type of deal – it’s a must-have.”
On the partnership, Chip Hall, Managing Director, Google Media Platforms, said, “We’re excited to bring new ways to use the power of real-time, data-driven decisions combined with access to brand-safe, reserved publisher inventory to the market. MediaMath’s integration with the DoubleClick Ad Exchange is a great example of how Programmatic Guaranteed is creating new opportunities for advertisers and publishers to connect.”
Kevin Fernandes, Head of Programmatic Trading, Havas Australia, also commented: “With the programmatic guaranteed solution now being available in MediaMath, it is a true testament of where the whole digital media landscape is heading towards. We can now leverage the high-value reserved, brand-safe and premium publisher inventory that our clients want to be seen on while at the same time move towards improving the overall digital campaign performance centred around data-driven decisioning.”
MediaMath is a global technology company that’s leading the movement to revolutionize traditional marketing and drive transformative results for marketers through its TerminalOne Marketing Operation System™. A pioneer in the industry for introducing the first Demand-Side Platform with the company’s founding in 2007, MediaMath is the only company of its kind to empower marketers with an extensible, open platform to unleash the power of goal-based marketing at scale, transparently across the enterprise. TerminalOne activates data, automates execution and optimizes interactions across all addressable media, delivering superior performance, transparency and control to all marketers and better, more individualized experiences for consumers. It has a seasoned management team leading 16 global locations across five continents. Key clients include every major agency holding company, operating agency and top brands across verticals
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About DoubleClick Ad Exchange
DoubleClick Ad Exchange (google.com) helps media buyers and sellers connect through multiple deal types across a global, open, transparent and brand safe marketplace. For buyers, DoubleClick Ad Exchange provides real-time and impression-by-impression access to a vast pool of high-quality inventory. Buyers can bring their own data, optimization and bid strategies to the exchange in order to easily meet their advertising goals. For sellers, DoubleClick Ad Exchange provides more ways to transact with buyers, helps remove barriers to potential transactions and grows revenue. Sellers can offer inventory on their own terms with unique pricing and business controls to ensure they protect their assets and get the most value for them.