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Following the trend towards niche programmatic platforms, five notable digital media companies announced or launched new RTB exchanges last week, each one highly specialized for a specific format or market.
Smaller publisher networks and specialty media companies are taking advantage of affordable technology and an open, accessible supply ecosystem to offer their clients more efficient and effective digital media buying.
In the U.S., digital media company Adiant jumped on the native programmatic bandwagon, with a new platform for auctioning automated native placements across 15 billion impressions from publishers like Bloomberg, ABC News and Hearst.
Hearst had its own programmatic news, announcing a new private exchange for auto publishing group Jumpstart Automotive, owner of Car & Driver and News Automotive. Hearst’s auto publisher will license technology from the Rubicon Project to power its exchange, letting buyers to make programmatic buys across its entire auto-focused network.
Here at home, ad tech startup Pressboard announced an automated platform for buying sponsored content. Publishers submit content and look for sponsors, and advertisers can make requests to sponsor specific kinds of content. Co-founder Jerrid Grimm says the platform will include an auction system, where brands can bid on content they want to sponsor, much as they would bid for impressions on display and video exchanges.
Overseas, mobile media companies AppFlood and Vserv.mobi both launched mobile exchanges, to get ahead of the game in the growing Asian mobile market. China’s AppFlood has a network of 9,000 mobile developers, while the Mumbai-based Vserv.mobi says it reaches 150,000 apps and mobile sites. Both offer video and rich media mobile inventory. AppFlood had a special challenge in dealing with China’s Great Firewall, but the company has been working on a partnership with Amazon Web Services to circumvent censorship requirements and keep up with the global standard of 100-millisecond auctions.
