Tag: SSP

Singapore – Omnichannel supply-side platform OpenX has announced the launch of ‘ConteX’, an OpenX marketplace within the SSP that aims to empower brands and agencies to activate a variety of both off-the-shelf and custom contextual solutions with efficiency.

ConteX offers buyers contract-free contextual targeting capabilities, enabling advertisers to leverage premium data partners and easily deploy the solutions that work best for their region without going partner-by-partner to strike deals.

The offering also provides buyers the opportunity to contextually target on the supply-side, delivering improved accuracy, promising premium supply and an unprecedented insight into programmatic campaigns.

Each ConteX premium data partner uses a different, proprietary methodology to enable buyers to reach highly targeted audiences in any environment without leveraging cookies or authenticated IDs. 

First is Audigent, a data activation, curation, and identity platform, followed by Captify, a search intelligence platform for the open web. OpenX also employs Permutive for audience platform capabilities powered by publisher first-party data, and Silverpush for an AI-powered contextual advertising platform. Lastly, Sqreem is also used as an AI-powered digital behaviour aggregator.

To activate these segments, OpenX works directly with the data partner to set up the audience and share a data-driven deal ID with the buyer, who then activates the deal ID within their DSP of choice.

Commenting on ConteX, Andrew Tu, managing director, APAC at OpenX, said, “This innovation in supply-side curation and targeting provides easily accessible contextual segments, regionally relevant privacy compliance, and increased personalization, leading to higher return on ad spend.”

“As a leader in targeting globally, OpenX’s strategic size allows both scale and a focus on premium inventory by building innovative tools such as ConteX,” he added.

Singapore – Moving Walls, the out-of-home (OOH) media enterprise software provider, has announced its partnership with Place Exchange, a programmatic OOH media supply side platform (SSP), to provide businesses with seamless access to a vast network of digital OOH inventory.

The new partnership will allow Moving Walls OOH’s software users to access Place Exchange’s expansive network for digital OOH inventory.

Moving Walls’ buy-side OOH planning and buying software is used by brands and partners across multiple regional marketing hubs like Singapore, Japan, India, Latin America, and the Middle East that utilise DOOH for their marketing campaigns.

And with this partnership, Place Exchange’s inventory of over a million DOOH displays from leading OOH media partners around the globe will be available on Moving Walls’ buying platform.

This gives marketers seamless access to a diverse range of venues and formats, including roadside and city centre billboards, street furniture, transit hubs, retail locations, entertainment venues, and more, helping them get a consolidated view of campaign planning and measurement.

Srikanth Ramachandran, founder and group CEO at Moving Walls, said, “This type of partnership goes a long way to removing the friction of executing truly global DOOH campaigns.”

“Many of our buy-side partners are used to running multi-market advertising campaigns, and DOOH remains the most impactful way of driving reach in a new market. With Place Exchange, our partners can now extend these campaigns into some of the most advanced DOOH markets,” he added.

Commenting on the partnership, Ari Buchalter, CEO at Place Exchange, also shared, “We’re thrilled to introduce Place Exchange’s premium inventory to Moving Walls users and give our supply partners the opportunity to engage with more international advertisers.”

He added, “DOOH is a unique medium with sophisticated audience targeting and performance measurement capabilities on par with other digital channels, and we are excited to unlock these capabilities in new markets for global activations.”

Australia – Out-of-home (OOH) advertising technology developers Vistar Media and Broadsign has announced a mutual integration of its mediations layers, which allows simplification of OOH media buys across both supply-side-platforms (SSPs), as well as unlocking access to additional demand.

Through the partnership, it allows both companies to have an open and fair play auction regardless of which firm’s mediation layer is used, and lowers the operational burden for media owners while facilitating advertiser access to OOH inventory.

For media owners using or planning to use both companies’ SSPs, the mediation layer integration enables them to streamline their programmatic inventory allocation. They can access media buyer demand from both platforms, without having to manage each one separately. 

Moreover, mediation will allow media owners to have both SSPs compete in a fair auction based on price, creating a level playing field and ensuring that media owners can maximise yield on any programmatically-sold inventory.

For Eric Lamb, SVP for supply at Vistar Media, unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralised demand and increased competition.

“We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry,” Lamb said.

Meanwhile, Frank Vallenga, vice president of SaaS sales at Broadsign, commented that as demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches.

“Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys,” Vallenga said.

Kuala Lumpur, Malaysia – Lemma, an independent SSP for DOOH, has appointed Reuben Lee as its director of sales and partnerships for its Malaysia office. In his new role, Reuben will be responsible for driving growth and strengthening partnerships with stakeholders including – advertisers, agencies and DOOH screen owners.

Until now Lemma has been working with over 30 clients and vendors in Malaysia from its India office.

Reporting into Gulab Patil, founder and CEO at Lemma as well Mayuresh Padhke, co-founder at Lemma, Reuben will use his extensive regional experience in expanding the digital OOH ecosystem in Malaysia as well as strengthening Lemma’s client base in this region.

Reuben joins Lemma from OMD Malaysia where he was the group business and growth director, responsible for client retention and new business development.

On his appointment, he said, “I am really excited to be joining Lemma, which not only has a compelling digital OOH offering but also witnessing a strong momentum in the region. I am looking forward to working with Lemma’s leadership team to drive digital transformation in the OOH space in Malaysia and beyond.”

Meanwhile, Padhke commented, “Rueben Lee brings impressive regional experience to the team and has successfully supported many brands with their digital media needs. Undoubtedly, he would be a key contributor in driving business for us, as we continue to expand across the Southeast Asia region, with a sharp focus on Malaysia.”

As the demand for the company’s programmatic DOOH solutions increases in Southeast Asia Lemma has been investing in strategic expansion in four key markets including Singapore, Malaysia, Indonesia and Thailand. Earlier this year, the company had hired Swapnil Sambhus as the country head for Indonesia.

Mumbai, India – Puneet Biyani has been named company president of Lemma, an independent supply side platform for digital out-of-home, in order to expand the company’s global footprint. Biyani will collaborate with the board of directors and the leadership team in APAC and other regions to develop the company’s business growth vision, global market expansion strategy, and all operations in all markets.

With over two decades of experience in business operations, finance, international market and strategy, Biyani will be joining Lemma immediately. 

Biyani said, “I am really excited to be part of this amazing team. Lemma has been a pioneer in the digital advertising segment. I look forward to working closely with the team on the exciting journey ahead. The space is bound to expand rapidly, and on the technology front, Lemma is well positioned to lead and shape the development.”

Biyani spent the majority of his career with The Times of India Group, where he held the position of chief financial officer for Times Innovative Media Limited (Times OOH) while also leading their Mauritius business. He also worked for multinational corporations such as Price Waterhouse Coopers and Goldman Sachs. His most recent job was with Times OOH, a Bennett Coleman & Co Ltd subsidiary.

Founder and CEO of Lemma, Gulab Patil stated, “Having Puneet onboard as company president at Lemma will inject a new level of energy and innovative thinking to help accelerate the company’s growth and attain our vision of transforming DOOH to mainstream digital as we enter a new phase of scaling business.”

“Puneet’s expertise aligns perfectly with our business expansion plan as we continue to strengthen our technology and team globally and enhance our programmatic DOOH presence.” Patil said.

Biyani will be based in Lemma’s Delhi office and will serve as a liaison between all teams and markets in the city.

Mumbai, India – Programmatic digital out-of-home (DOOH) player Lemma has announced its independent supply side platform (SSP) for its DOOH offering. In addition, it also aims to address the imperative need of transparency for measuring return of investment (ROI) on DOOH spent by advertisers. 

The SSP is built with the intent of delivering objective, exact and timely reports to advertisers, much in line with Lemma’s values of trust and transparency. Lemma SSP will ensure clarity at all levels, right from providing brands with quality and brand safe inventory to visibility in real media costing.

In addition, Lemma SSP will also provide 3rd party validation through standard DSP integration with the likes of MediaMath, Google DV 360 and Yahoo!. This validation ensures that advertisers avoid wasteful spends resulting from fraudulent audience counts and inactive screen status.

Commenting on the launch, Gulab Patil, founder and CEO at Lemma, said, “As programmatic DOOH scales across various markets it becomes essential for stakeholders to provide transparent solutions to advertisers to win their trust and encourage them to spend more on the medium. However, this must be practised without any compromises from either side.”

He added, “Keeping this in mind we’ve developed Lemma SSP, an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery and enables all stakeholders to equally benefit from a part of the programmatic ecosystem.” 

As demand for audience buying surges in DOOH, the new SSP will also serve as a complete audience buying solution for marketers by avoiding wasteful exposure through an exposure gauge that alters in real time in sync with audience availability in select locations and screens. This will ensure that no ad is shown when the audience footfall is below accepted levels. 

Location parameters are also set for each DOOH screen as per its size and location. Audience data is then obtained from various data partners pertaining to each site location, which is then matched with the campaign parameters to trigger the displays.

Singapore – Microsoft, which has multiple consumer properties such as Microsoft News, MSN, and Outlook.com, has renewed its global contract with Xandr as its sell-side (SSP) and demand-side platform (DSP) for expanding and diversifying its ad space inventory and augmenting its marketing spend, respectively. 

The renewed contract is an extension of over ten years of partnership with Xandr. On the sell-side, Microsoft will be extending its use of Xandr’s sell-side platform, Xandr Monetize. It aims to widen its monetization strategy, focusing on increasing Microsoft’s unique audiences for advertisers across premium display, video, and native supply in more than 100 countries. 

“We always seek to align our partnership opportunities to serve the best interests of and to directly benefit the marketers and agencies looking to drive growth through our unique Microsoft audience. Our renewal with Xandr, after ten successful years of partnership, extends globally-scaled programmatic access to Microsoft’s audience that marketers rely on today,” said Kya Sainsbury-Carter, VP of global partner sales at Microsoft.

As digital advertising budgets shift to video, Microsoft ramped up video monetization efforts supported by Xandr’s video technology solutions and unique video demand. Initially, Microsoft launched Xandr Monetize with a single video ad format in one market and quickly expanded to three formats and into over 60 global markets. 

Those three video ad formats include instream pre-roll, outstream in-article, and ‘BannerStream’ which enables multiple media types to participate in a single unified auction.

Most recently, Microsoft was an early adopter of Xandr’s simplified server-side header bidding solution, Prebid Server Premium. With the technology, Microsoft consolidates its demand for video and native through the tools on Xandr Monetize to enable efficient private marketplace (PMP) buying and providing advertisers a unified path to access Microsoft supply. 

On the buy-side meanwhile, Microsoft will be augmenting its media spend through Xandr’s Invest DSP as one of its primary DSPs for marketing campaigns.

Dave Osborn, Xandr’s SVP for North America commercial & global partnerships, said that its holistic relationship with Microsoft is one entrenched in innovation and collaboration. 

“We deeply value their continued trust in our platform and team to support formats that are so critical to the future of our advertising business,” said Osborn. 

“Microsoft’s international growth on Xandr, across the buy- and sell-sides, and across leading formats like video and native, are critical components of our global marketplace as Xandr builds to support campaigns that span screens,” he added. 

In 2020, Xandr joined the Microsoft Audience Network, which serves ‘Microsoft Audience Ads’, the only native advertising solution built by its trusted search platform, Microsoft Bing. Xandr has integrated premium third-party supply in the network, giving buyers the ability to target Microsoft’s unique audiences at scale across premium international native supply through Xandr Monetize.