Two pieces of news from The Exchange Lab – the world’s largest programmatic digital media marketplace. The news is related to the launch of their new ad tech platform Proteus and their partnership with Turn.
In addition, @exchangelab has also scored in the top three of the three sections the annual IMIS survey measures. (International Media Image Survey: measuring the media landscape from surveying 800 industry leaders globally) – transparency and accountability, consumer insight and hot tech platforms.
In two of the sections they were in front of Google, LinkedIn and Facebook.
Works with multiple partners
In terms of Proteus, according to a Q4 2013 report from MAGNA GLOBAL, by 2017 $32.6 billion or around 70% of online display advertising will be purchased through programmatic.
With this in mind, brands and advertisers looking to shift spend from traditional media to programmatic need a service that works with multiple partners to reach the biggest audience. The Exchange Lab’s new global ad tech platform, Proteus works with all the major programmatic partners and monitors the market in real time to change and evolve client campaigns to get the best results.
James Aitken, Co-founder and Chief Executive Officer, said: “Proteus is modelled on the financial trading platforms used by banks and is a combination of the best of Bloomberg and the FX trading platforms.
“It evolved from the need to deliver our clients unprecedented access to the entire digital media marketplace. Proteus delivers a transparent, reassuring system through which brands can safely move into the programmatic space.”
Here are the headlines –
Launch of major global ad tech platform – Proteus
Creative and automated trading platform that provides clients with a holistic view of the programmatic market place
- Platform agnostic – plugs into all major demand side platforms (DSPs) – others limit themselves to one or two which limits the audience reach for marketers
- Integrated with 10 DSPs, including; MediaMath, Turn, AppNexus, The Trade Desk, TubeMogul, AdLearn Open Platform (AOP), Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange and DoubleClick Bid Manager,
- Two way data flow between Proteus and DSPs means client spend is moved in real-time to the DSP that is working best to get the best return on investment for the client
- Enables personalised content to be delivered at scale through a single touch point
- Platform evaluates billions of audience interactions daily
Partnership with TURN
Partnership provides The Exchange Lab clients with access to Turn’s ecosystem
- Turn makes over 100 billion advertising interactions, analyses over 1.5 trillion customer attributes and provides instant access to billions of marketing data points daily
- The partnership with Turn means that The Exchange Lab and now Proteus is now integrated with 10 DSPs
Chris Dobson, Executive Chairman, The Exchange Lab, said: “Turn is an ideal integration for us in a time of global advertising evolution. The technology will bring together the efficiencies of online display and enable our advertising agency partners and marketers to create highly targeted audience delivery for brands, serving the most effective data-driven digital advertising possible.”
Wolfgang Maasberg, Senior Vice President of Sales & Field Operations at Turn, said: “With The Exchange Lab’s premium inventory now available through the Turn Platform, marketers have more choice for executing engaging and efficient campaigns within the same interface used for media planning, programmatic execution and advanced analytics.”
