Exclusive agreement creates new pool of Real Time Bidding (RTB) enabled impressions for AdConductor Demand Partners
Burlington, MA – AdConductor (www.adconductor.com), the yield maximizing platform for independent web publishers, today announced it has signed an agreement with RealVu® to offer Real Time Bidding (RTB) enabled in-view ad impressions. These in-view impression create a new class of programmatic premium inventory that preserves the value of media spend for brands and demand partners. AdConductor is the only real-time bidding (RTB) enabled supply side platform (SSP) to offer in-view inventory.
AdConductor will provide publishers with RealVu tools to create new in-view impressions, and allow demand partners to access in a RTB environment in-view inventory from both AdConductor’s publisher partners as well as the RealVu Marketplace of over 1,000 sites. Unlike other in-view offerings that guess if an ad space is viewable, RealVu’s Content Rendering Control (CRC) technology actually determines the viewable area of a web page and calls a bid only when the ad space is in-view.
“According to a comScore study, up to 31% of display ads go unseen, but with RealVu, AdConductor can now determine if an ad space is in-view within a browser window before delivering the unit,” said James Murphy, VP Audience Platforms, AdConductor. “This offering allows publishers to increase the amount of premium supply they can offer demand partners, and guarantees brand safe, in-view impressions for demand partners.”
“The in-view impression is in line with industry initiatives to make the viewable impression the standard for online advertising, and reflects brand advertisers’ demand for high quality impressions in a programmatic environment,” said Brad Krassner, CEO/Founder, RealVu. “Partnering with AdConductor to create in-view inventory on its network of sites and providing access to RealVu publishers will provide substantial value to both advertiser and publisher partners.”
By offering this new pool of in-view inventory, AdConductor enhances an already massive offering of high quality display, video and mobile impressions. Demand partners who are integrated with AdConductor’s Audience Platform™ offering will have access to these in-view impressions immediately.
RealVu® is a patented product offered by RealVu LLC, a privately held company formed in 2002. RealVu LLC is a fast growing business that was the first to bring the Viewable impression to the market with a series of patented and patent pending ad serving technologies. Built on the highly disruptive RealVu Viewable Impression Platform. The RealVu Marketplace is the only premium digital advertising source dedicated to transparent brand safe Viewable Impression (CPMv) display advertising. The RealVu viewable impression platform is the only ad server accredited by the Media Rating Council (MRC) that distributes advertising based on “Viewable Impressions.” For more information, visit www.realvu.com.
AdConductor maximizes revenue generating opportunities for online publishers and advertisers through a comprehensive suite of network management, ad serving and real time bidding (RTB) technologies. AdConductor serves more than 120 billion bid transactions monthly, and its inventory is accessed by leading demand partners, including MediaMath, Criteo and OwnerIQ.