Simplaex announced the beta-launch of Rivr, its new AI-powered Audience Yield Manager that enables SSPs and publishers to advance to an audience-based performance model, delivering exponential value to advertisers. The announcement was made at the AdMonsters 2018 Ops Conference in New York.
Today, programmatic advertising has passed the tipping point, and has become a highly complex and non-transparent landscape. The ever-increasing tech stack at both sides of the ecosystem is driving advertisers and publishers further apart when it comes to understanding and evaluating audiences.
Rivr promises to present a unified audience view live from the programmatic bid stream to give publishers and SSPs renewed confidence in their most valuable asset – its audiences. It’s no secret that advertisers love precision; the more precisely they can hit their prospective customers right in their key motivators, the more they stand to gain from their placement on a publishers’ site.
At its core, Rivr acts as a universal translator for the programmatic value chain to classify audiences and supports SSPs and publishers to understand and anticipate any change in the bid stream on an audience level. According to the demand-side’s “willingness to pay” for a specific audience, SSPs and publishers can also adapt to a dynamic pricing strategy that represents the real value of an audience versus the actual demand. As a result, buyers will be able to receive the specific audiences they want and sellers can optimize pricing and fill rates accordingly with a highly cost-efficient traffic distribution mechanism.
Following an intensive collaboration with several SSPs in the US and Europe, Rivr officially closed its design phase and is now moving to beta. Heading up Rivr will be Benjamin Hansz, who was recently appointed as Vice President of Strategy for Simplaex.
ABOUT SIMPLAEX
Simplaex is the company behind the world’s most advanced Artificial Intelligence-powered user classification technology. As ads move through the programmatic supply chain, Simplaex aligns the ROI interests of the demand and supply side by creating a unified insight in understanding and valuation of consumer behavior. For more information, visit www.simplaex.com or follow us on Twitter, Facebook, and LinkedIn.
ABOUT RIVR
Rivr is a new Audience Yield Manager, powered by Simplaex’s AI-backbone, that enables SSPs and publishers to progress to an audience-based performance model, delivering exponential value to both advertisers and publishers. Rivr is the first AI technology that will reduce waste and complexity, create a new kind of transparency and control to deliver ROI benefits across the full programmatic spectrum. For more information, visit www.rivr.ai or follow us on Twitter.
