London – tenthavenue – a WPP company – has selected mediasmart as the technology provider to help streamline its programmatic media buying operations.
bsmart – mediasmart´s mobile-first demand side platform – will be used in a self-serve mode, empowering tenthavenue teams to programmatically buy media using the direct agreements tenthavenue holds with media owners, and within the open marketplace via Real Time Bidding.
The IAB (Internet Advertising Bureau) UK forecasted last August that by 2017, between 60% and 75% of all digital advertising will be traded programmatically. Comparing mobile versus desktop, mobile already drives a larger percentage of media investment through some form of programmatic technology today (RTB or Direct). Mobile inventory, particularly in-app, is also growing at a much faster pace.
The partnership with a mobile-first technology provider, will help to further position tenthavenue as a leading programmatic player and enable tenthavenue´s advertisers to engage with their audiences more effectively than ever.
“We are thrilled to partner with tenthavenue, a partner that not only understands the paradigm change that programmatic and the growth of mobile have meant for the digital advertising industry, but which plans to take advantage of it to deliver more value to advertisers”, Noelia Amoedo, CEO of mediasmart, said. “We bring our technology to this partnership in addition to our experience and mobile expertise.
“This partnership fits perfectly with our personalized content distribution strategy as it contributes directly to three tenthavenue pillars: data, technology and media. Our team thoroughly evaluated eight demand side platforms, and we are confident mediasmart is the best choice”, Ludovic Chayriguès, tenthavenue France COO, explains. “Our goal is to help our clients get the most out of their digital and out-of-home strategies, with a strong focus on mobile. This strategic partnership brings us one step closer in that direction”.
About tenthavenue
tenthavenue is a global communications company that caters for the connected consumer.
Based on the four key pillars of data, content, technology and media, we build products and services that enable advertisers see things from the consumers’ point of view, and create brand experiences driven by the mind-set of the audience. We call this ‘the personalization of the consumer experience’, and it drives everything we do.
As parent to WPP’s ‘Connected Consumer’ agencies, the tenthavenue family consists of market leaders within their respective fields from the creation and distribution of high-tech creative experiences to in-store rewards. This includes Kinetic, Joule, Candyspace, Spafax, Forward, Shopper2Buyer and TMARC.
Launched in 2011, tenthavenue now operates across over 60 offices in 26 countries, and counts some of the worlds’ most eminent brands amongst our client base.
About mediasmart Mobile
mediasmart Mobile is the first Spanish company focusing on the optimisation of mobile display advertising (both on smartphones and tablets) using bsmart, its proprietary technology platform.
mediasmart Mobile was one of the first movers into the mobile programmatic ecosystem, having launched in Jan 2012. bsmart gives access to global mobile inventory – both in mobile apps and web – from more than a fifteen ad exchanges/SSPs, and it has successfully proven throughout the years that its algorithms can successfully manage big data to deliver results. A proven and scalable technology, currently handling more than 150,000 ad requests per second, bsmart can be used directly by mediasmart Mobile´s clients on a self-serve mode and it handles both RTB and programmatic direct buys.. .
Located in London and Madrid, mediasmart Mobile is led by Noelia Amoedo, founding partner and CEO, and is backed by well known investors KOMM Investment (Michael Kleindl) and Kibo Ventures (Aquilino Peña).
Follow us on twitter: @mediasmart_mb
via The PR Network
