NEW YORK--(BUSINESS WIRE)--Adslot, the leading global innovator of Automated Guaranteed trading technology, have announced the launch of Guaranteed Audience, providing audience trading at scale and without any reliance on programmatic technology. Adslot have advised that this is the first of many innovations to be released to market over the course of the forthcoming months - all designed to expose the huge audience targeting capabilities that are available through Automated Guaranteed buying.
“We’re excited about what this means for both our buyers and sellers,” said James Ramsay, Adslot’s Global Product Manager. “Publishers can now offer multi-attribute targeting to any product quickly and easily. And buyers can access sophisticated 1st and 3rd party audience targeting capabilities in a secure and guaranteed environment.”
Adslot's Automated Guaranteed server-to-server technology has tapped into increasingly sophisticated publisher ad server APIs, circumnavigating the programmatic technology stack, to assemble a central marketplace of inventory and audience across hundreds of quality publishers. In the process, addressable supply is made available to demand in a truly scalable way in the forward guaranteed market.
Historically, the RFP process has primarily serviced this market however its opaque nature has made it difficult for buyers to access publishers’ audience segments. The RFP process is like entering a supermarket with everything in the warehouse and nothing on the shelves, requiring a salesperson to tell you what is available. Now, through Adslot’s Guaranteed Audience, publishers can expose their catalogue of inventory and audience to buyers who can then check availability of precise audience segments in real time, then negotiate and transact to secure that audience in advance.
Finally, the stock can be seen on the shelves, at scale. And it doesn’t require programmatic infrastructure, so issues associated with RTB such as fraud, brand safety, data leakage, low viewability and lack of transparency are almost entirely removed.
Adslot’s Guaranteed Audience enables buyers to select the products that they want, from trusted publisher brands, and easily apply or remove audience segments to provide for precise targeting. Segments can be added or removed in a few clicks, each time the forward availability of inventory/audience confirmed, and transactions are then executed and fulfilled via Adslot’s direct integration with the publisher adserver.
This direct integration also means a trade executed via Adslot takes priority in the publisher ad server over a programmatic trade, including a private marketplace (PMP). This higher priority in combination with real time availability reporting is providing a significantly higher level of certainty for buyer and publisher alike.
Adslot’s analysis of thousands of campaigns shows that for every forward transaction executed via IO, only 45% of line items within a media schedule deliver at 90% or better against the target impression volume. This creates a huge tax for the industry in the form of forensic reconciliation and account queries.
Forward transactions executed via Adslot however, achieve 90% or better against the target impression volume 77% of the time, the benefits of which extend well beyond workflow and to campaign performance itself.
Benefits to Publishers
- Expose multi-attribute audience segments across their entire inventory catalogue
- Leverage the value of 1st party audience data by offering segments created by their own DMP
- Leverage the value of 3rd party audience data through integration with industry leading data sources
- Trade audience segments on a forward guaranteed basis
- Negotiate with a known buyer in a transparent fashion
- Transact with greater confidence based on real time availability data
- Reduce workflow inefficiencies
- Reduced technology fees. More money invested in media.
- Removal of other known programmatic issues such as fraud, data leakage and data leakage
Benefits to Buyers
- Build precise audience segments direct from the publisher ad server
- Direct access to 1st and 3rd party audience profiles including behavioural, socio-demographic and IP-based geographic segments
- Inventory availability checks in real-time
- Priority in the publisher adserver over all competing RTB transactions (more inventory, higher performing)
- Real-time performance data to provide for quick performance comparison and easy in-campaign optimisation
- Negotiate with known publishers in a transparent fashion
- Transact with greater confidence based on real time availability data
- Reduce workflow inefficiencies
- No DSP fee. More money invested in media.
- Removal of other known programmatic issues such as fraud, data leakage and data leakage
Find out how Adslot’s Automated Guaranteed platform measures up to Private Marketplaces (PMPs) here.
To find out how easily you can create or buy audience segments using Adslot, email us to request a demo.
About Adslot
Adslot’s mission is to automate the trading of forward guaranteed display advertising, referred to as automated guaranteed. Our leading technology is a purpose built, global media trading platform. Adslot benefits a global community of media buyers and sellers, including media agencies, publishers and advertisers, by providing trading efficiencies and effectiveness made possible only via technology, and by doing so the basis on which the $80B online display industry will realise its full growth potential.
Adslot is a global organisation with operations in North America, Europe and Asia Pacific and is headquartered in Australia.
