Programmatic Buying

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.

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

.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.

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.

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.

The Interactive Advertising Bureau (IAB) released for public comment SafeFrame 1.0, specifications that provide advertisers with the ability to measure viewability, as well as obtain new insights and more accurately assess an ad campaign’s success. Developed by a working group of digital technology experts from 21 IAB member companies belonging to the IAB Technology Council, SafeFrame 1.0 is a set of technical protocols that enable website publishers to safely manage content served from external sources, such as ads, while preventing external access to potentially sensitive consumer data.

Glam Media, Inc. (www.GlamMedia.com), a leading vertical social media company with the largest online global reach in lifestyle, announced it has launched an invite-only premium private marketplace powered by REVV Connect®, Rubicon Project’s real-time trading platform. In partnership with Rubicon Project, the leading advertising technology company for the comScore 500, advertisers will now have access to custom contextual packages and advanced audience targeting.

AdSafe Media, a recognized leader in proactive brand safety and viewability products for online advertisers, announced that it has rebranded as Integral Ad Science. Integral is redefining the way advertisers and publishers buy and sell media both directly and in the rapidly growing programmatic (RTB) arenas.

The rapid growth of the online video sector continued in 2012, with more campaigns undertaken and clients seeing the medium offer real value. However, Adap.tv, the company that delivers a programmatic way to trade video advertising, believes the industry must continue to push for further significant changes in 2013.