ADOTAS – Major publishers are already embracing private exchanges fueled by real-time bidding — are ad servers next in line to open RTB conduits?
AdJuggler’s new Exchange Media Program (EMP), powered by supply side platform and private exchange operator Admeld, is an extension of its ad server that hooks up publishers and networks with access to 30 audience-based RTB sources for optimizing unsold, non-guaranteed inventory.
EMP promises to eliminate individual network agreements while optimizing non-premium inventory with minimal effort. Publishers will be able to create price floors and exclude advertisers. Finally, EPM offers reporting on not just eCPMs, but also top performing advertisers and audience segments.
Initial testing with media networks such as CGI and Fidelity Media recently concluded — audience-based buys through EMP improved CPMs for remnant inventory by 56% to 104%, with results varying among segments. RTB sources outperformed traditional channel buys by nearly 40%
“AdJuggler is one of the first technology companies to directly embed Admeld’s RTB bidding directly into its ad server and enable optimization across direct-sold, RTB and network sources,” commented Admeld cofounder and CRO Ben Barokas. “This provides a simple way for AdJuggler’s customers to access the exchanges — overnight.”