Programmatic Buying

GateHouse Media, a leading multimedia company providing news and information to local communities, today announced the addition of 15 publishers to its private ad exchange, adhance media. The private ad exchange now comprises more than 500 local, hyper-local and major city newspapers and broadcast sites nationwide including Schurz, Morris Communications, The Seattle Times, CNHI, The Ogden Newspapers, Inc. and TheColumbus Dispatch. adhance media now provides agencies and advertisers with a wider national reach with locally-targeted audiences.

MASS Exchange announced that it has signed IPG Mediabrands, the media investment arm of Interpublic Group (NYSE: IPG), as its first strategic media agency partner. IPG Mediabrands is providing strategic guidance and advisory services through the IPG Media Lab based in its global headquarters in New York City.

.A.S.T. allows publishers to add sellable inventory in the form of scalable native ad units as well as manage them along with their standard ad placements in one unified marketplace. These native ads provide sites and networks with the ability to create ads that deliver an excellent user experience with strong engagement, while remaining attractive and easy to use for advertisers.

Krux today announced the selection of the Krux data management platform to power GateHouse’s audience data strategy.

PubMatic (www.pubmatic.com), the digital media platform company for publishers, announced the results of a commissioned Forrester Total Economic Impact Study performed on four PubMatic clients which revealed a three-year risk-adjusted ROI of 334%; 30% lift on eCPM for discretionary inventory through RTB; and 50% incremental lift by leveraging a Private Marketplace strategy with use of the platform.

AdJuggler Inc., a leading provider of SaaS-based digital ad management technology and media services for publishers and ad networks, has released version 8 of its platform, providing extensive targeting and monetization capabilities for inventory on iOS and Android tablets and smart phone devices.

PubMatic (www.pubmatic.com), the digital media platform company for publishers, announced the release of an update of their ad monetization platform. Among the features of the update to the platform is an updated user interface which highlights transactional capabilities.

MASS Exchange announced a key strategic multi-year alliance with Facilitate Digital Holdings Limited to design, build and operate a user interface that will enable customers of Facilitate Digital’s Symphony workflow solution to buy and sell in MASS Exchange’s electronic marketplace for programmatic media futures across all addressable advertising, starting with digital display.

The IAB’s Network and Exchange Committee launched the Quality Assurance Guidelines (QAG) compliance program on April 4, 2011. This program provides brand safety assurances to advertisers that their ads will not appear next to inappropriate content. Today, at its annual MIXX Conference & Expo in New York, the Interactive Advertising Bureau (IAB) announced that it is building upon the program’s success and expanding QAG beyond networks and exchanges to include marketers, agencies, DSPs, SSPs and trading desks to establish greater marketplace trust on all sides.