LOS ANGELES & NEW YORK & MUNICH--(BUSINESS WIRE)--OpenX, a leader in creating programmatic advertising marketplaces, today announced the launch of real-time guaranteed (RTG), the first solution to enable direct, guaranteed deals executed over programmatic technology with audience syncing and precise forecasting. RTG combines the business terms of direct-sold deals with the benefits of real-time bidding technology, giving publishers the certainty of guaranteed demand and advertisers priority access to premium inventory through a programmatic channel.
RTG Publisher Benefits
- Enables publishers to secure guaranteed volume commitments, unlike private auctions and preferred deals, introducing an entirely new revenue stream for premium inventory.
- Leverages the efficiency of real-time bidding and introduces inventory pricing insights.
RTG Buyer Benefits
- Flexible guaranteed terms allow for volume commitments along with the power of impression-level choice.
- Audience syncing and precise forecasting guarantees inventory availability prior to deal execution, ensuring a supply pool with certainty of scale and performance.
“We have built a solution that will make publishers more money while embracing the technology buyers prefer,” said Paul Sternhell, GM, Ad Server & Programmatic Direct at OpenX. “Real-time guaranteed unlocks programmatic advertising budgets that were previously unavailable to publishers selling premium inventory via an IO. While other guaranteed solutions promise similar results, only OpenX RTG empowers publishers with a flexible guarantee, and provides each participant certainty of both delivery and spend by running forecasts against an advertiser’s audience. Real-time guaranteed is the first industry solution that provides publishers and buyers with choice, certainty and priority for both inventory and audience, creating a new revenue stream for premium placements.”
Vincent A. Paolozzi, Senior Vice President, Marketplace Development & Investment, Magna Global, said, “We are always looking for ways to access premium inventory with targeting and scale for our clients. We are excited to test OpenX’s real-time guaranteed solution that allows us to forecast our custom audiences across its supply and set flexible spending goals with publishers. We see this as a step towards the future of bringing programmatic buying efficiencies to more traditional direct buying practices.”
Erik Requidan, Vice President of Sales and Programmatic Strategy at Intermarkets, Inc., said, “Previously, we had to choose between programmatic budgets coming from private marketplaces with no commitments and guaranteed spend via traditional, manual-sold campaigns. But direct with guarantees has evolved. With OpenX's real-time guaranteed, we're able to work with the top programmatic buyers in a way that provides guaranteed revenue and price points they understand. This is what buyers and publishers are looking to accomplish. It also supplies our buyers with a forecast of their audience across our inventory in advance, ensuring that we’re able to meet their needs, while also presenting an excellent targeting opportunity for political initiatives during the upcoming election season. This is how buyers in consumer focused categories buy as well.”
“The Trade Desk has long shared a strategic vision with OpenX on the future of the forward market within the programmatic ecosystem,” said Tim Sims, Vice President of Inventory Partnerships at The Trade Desk. “This enables our clients to gain further access to guaranteed premium inventory with the targeting and efficiency that comes with using a buy-side platform. OpenX's real-time guaranteed allows us to set flexible spending commitments with publishers, and execute campaigns centrally via our DSP. We preserve buyer choice in the context of the commitment. It really is the best of both programmatic and direct.”
OpenX exists to help publishers grow their businesses by monetizing great content. We do this by creating highly efficient, high quality programmatic advertising marketplaces that deliver optimal value to all buyers and sellers of digital advertising.
At OpenX we have built a team that is uniquely experienced in designing and operating high-scale programmatic ad marketplaces. We are constantly looking for thoughtful, creative executors who are as fascinated as we are about finding new ways to apply a blend of market design, technical innovation, operational excellence, and empathetic partner service to the frontiers of digital advertising.
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