Less than a month after launching the first mobile futures market, Toronto-based Juice Mobile announced that it has integrated Nectar Futures into Adelphic’s cross-device demand side platform offerings.
The partnership means that clients can now gain access to two programmatic buying methodologies from one provider, explained Michael Collins, the CEO of Adelphic.
“Programmatic guaranteed and what Juice is bringing to market is fundamentally different than what’s been available on mobile programmatic platforms previously,” he said, “The whole idea of upfront guaranteed buys is a very needed piece of the marketplace.”
Collins says that the announcement was followed by immediate interest from clients.
“On a number of fronts, it has been a long anticipated advancement in the industry,” he said. “Being able to team up with Nectar to have a high quality first to market offering seems to make sense across the board. It’s good for brands, it’s good for agency partners and it’s certainly good for our business as well.”
Collins adds that having a programmatic direct option during times of scarce inventory is both a step forward in terms of technological capability as well as the start of a whole new mode of business for programmatic platforms.
“If you’re a marketer you don’t want to be caught short on Black Friday, or on the run-up to the holidays, or during the Olympics, or during those peak marketing times,” he said. “Having this option, where you can be doing the guaranteed upfront buys through a programmatic platform — so it can be tracked measured and incorporated with the rest of your spend — that’s great progress for the industry.”
Collins explains that the partnership will allow mutual customers with Juice the ability to better manage all aspects of their programmatic spend, with the added ability to have their programmatic guaranteed campaigns accessible through the same platform.
“There is certainly a level of platform fatigue out in the marketplace,” he said. “This should bring a level of efficiency, both in managing campaigns and in performance, back to clients. “
With this partnership Juice Mobile, which built Nectar to solve these inventory crunches, is now positioned to bring the same solution to Adelphic’s client base while streamlining access for trading desks.
“More and more, people are going to rely on this offering to ensure that they get what they need,” wrote Veronica Holmes, the general manager of Juice Mobile for Canada, in an email interview. “This is definitely a snapshot of what the very near future is going to look like.”
The Canadian mobile ad-buying agency has made some bold moves since being acquired by Yellow Pages Limited in March for $35 million.
“At Juice, we are always looking for ways to expand,” wrote Holmes. “This integration helps us to achieve this — so yes, we will look to continue to create further partnerships in the future.”
