In any discussion about better online ROI over the past couple of years, real-time bidding has been an increasingly popular subject. RTB lets advertisers and their agencies bid for highly qualified online inventory across many websites aggregated through ad exchanges and networks.
But yesterday, Starcom MediaVest Group (SMG) brought something new to the conversation after signing a deal with TC Media and Olive Media to create a private real-time bidding marketplace.
The deal will give SMG’s clients access to premium Canadian inventory, in both French and English across both networks.
Why sign a deal with just two suppliers? More transparency, better cost efficiency and brand safety, said Jennifer Holgate, senior vice-president, digital, SMG Canada.
With “traditional” RTB, there is virtually limitless inventory but also a chance ads could end up on less-than-fitting websites or beside unsavoury content.
“Real-time bidding is about huge reach,” said Holgate. The deal with Olive and TC delivers massive reach (Olive boasts nearly 18 million unique visitors a month, TC more than 13 million) but only through premium inventory. “You know exactly the placement and the caliber of the placement of every single impression.”
That kind of transparency delivers brand safety and better value for each dollar invested, the company said.
The private marketplace includes just the two suppliers for now, but discussions are ongoing with other suppliers.
“This is just the beginning,” said Holgate.
Both Olive Media and TC Media have implemented best-in-class technology to support their private exchanges.
“TC Media’s private exchange provides premium brands with the ability to reach a wide Canadian audience on brand-safe quality content and inventory,” said Andrea Fernandes, vice-president, 360 Solutions & Digital Sales, in a release.
SMG Canada clients include P&G, Kraft, TD Bank Group, RIM. Kellogg’s and Capital One.
This story has been updated.
