The Blog
Leaning forward
Over the past couple of years we’ve done a lot of work and have listened to a lot of what the industry is saying. We’re cautious types, so we tend to keep our minds on making a great product and building a great business rather than talk about ourselves. But here’s a little update on what we’ve been up to.
As most of the world is still conducting guaranteed, or traditional ad buys, we’ve spent the past little while scaling the platform and getting ever so closer to our goal of providing a full stack solution. As all the big ad serving guys got bought out, we feel that there is space for indepedents like us who work for the clients, instead of representing a large media company’s agenda.
Although we’ve started dabbling in RTB in 2009, building RTB support into a full-blown ad platform has always been our goal. The release of our agency product includes quite a bit of features (some of them listed here), all of them aiming at making media planners’ lives better by automating as much as possible, but also by allowing to gain more insights across both traditional and RTB buys. We believe that the holy grail of digital media planning is in balancing quality with quantity, guaranteed with non-guaranteed, CPM with CPC. Finding the right balance and keeping track of it all is crucial in making sure the advertisers’ media dollars are spent the best way they can be. Our work with our large agency clients, Cossette and BCP, led to the development of some really cool stuff revolving around a whole range of huge problems – attribution modelling, rich media and much more. We’re now certified for rich media on most of the major networks, including AOL, MSN, Yahoo!, CNN, BBC, MySpace, Turner, and many more. We’re even certified to witness on Facebook.
Our publisher product has also evolved tremendously, with the addition of extensive support for VAST/VPAID, a shiny new mobile SDK for iOS devices, support for automatic discovery of content, better analytics, and much more. We now count some awesome publishers as our clients, too, including Prote.in, OneScreen, Mediative, V Tele and others. One thing became painfully clear as we start running full steam is that publishers who work with us don’t consider their inventory as commodity. They consider it as a strategic advantage and want to twist and bend it to get access to better targeting, rich formats and ultimately better deals to be made with advertisers.
On the RTB side of things we’re now proud to count Recoset and SteerADS as our machine learning optimization partners. But more on that later.