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Sonobi and MediaMath Join Forces to Enable Premium Programmatic Media Buying

Written on
Feb 19, 2014 
Author
Mike Daly  |

NEW YORK, February 19, 2014 (ADOTAS) Sonobi today announced its strategic partnership with MediaMath to provide advertisers direct, programmatic access to a new class of certified premium inventory.

By integrating Sonobi’s certified premium inventory into MediaMath’s TerminalOne Marketing Operating System™, advertisers will benefit from an immediate increase in reach and frequency against their high-value target segments, along with the intelligence and workflow efficiencies of automated media transactions.  By providing access to this class of supply through a channel never before available, publishers, too, will be able to be more efficient in fulfilling display campaigns, while gaining a better understanding of their audiences.

“We have accomplished the rare win-win for the buyer and seller with this launch. It increases scale and quality of programmatic supply for buyers, while bolstering revenue yield for the seller.” said Chris Karl, CSO, Head of Market Development, Sonobi.

Sonobi qualifies certified premium inventory based on the following criteria:

  • Comscore Top 200 publisher
  • First look access after sponsorship priority
  • Guaranteed availability of such premium inventory
  • Complete transparency

“We believe there is significant value compression across RTB spend,” said Michael Connolly, CEO and Founder, Sonobi.  “When a publisher is able to identify and isolate high-value users in a premium auction, it increases organic demand that does not exist in the RTB market today.”

“Programmatic has offered unmatched scale and performance for digital marketers, and the expansion to premium channels only makes it more enticing, especially to big brand advertisers who have otherwise been hesitant to make the leap,” said Greg Williams, Co-Founder, SVP OPEN Partnerships, MediaMath.  “Our partnership with Sonobi and the ability to connect advertisers to premium publishers in a more efficient manner is indicative of the future of programmatic.”

About Sonobi

Sonobi is an ad technology company that provides online publishers and media companies with technology that optimizes revenue yield across the Programmatic and Direct revenue channels.  The company’s suite of products represent the advertising technology industry’s leading Publisher Operating System.  Sonobi serves over 500 publishers across the United States, Canada, and Latin America. From our client facing user interface to our optimization algorithms, our in-house engineering team produces all of our proprietary technology.

About MediaMath

Based in New York with 12 locations across five continents, MediaMath develops digital marketing technology and offers deep industry expertise, enabling marketers to connect with consumers individually and at scale across the entirety of the world’s digital media. MediaMath’s TerminalOne Marketing Operating System™ enables marketers to customize their own technology infrastructure and leverage their data and industry data in the planning, execution, optimization and analysis of digital marketing programs, resulting in smarter decisions that grow their business. Powering the operations for thousands of marketers, including those representing 55% of the Fortune 100, TerminalOne enables its users to drive transformative business results across the entire digital ecosystem.





Mike Daly is an award-winning writer and editor with 30 years of experience in publishing. He began his career in 1983 at The News of Paterson, N.J., a long-since defunct daily paper, where at age 22 he was promoted to the position of Editorial Page Editor. Since then he has served in managerial capacities with several news organizations, including Arts Weekly Inc. and North Jersey Media Group in New Jersey and Examiner Media in New York. His work has been honored on numerous occasions by the New Jersey Press Association and the Society for Professional Journalists.

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