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Reading: MediaMath The First External Partner To Integrate Google AdX Programmatic Guaranteed
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B&T > Technology > MediaMath The First External Partner To Integrate Google AdX Programmatic Guaranteed
Technology

MediaMath The First External Partner To Integrate Google AdX Programmatic Guaranteed

Luke Frost
Published on: 25th October 2016 at 3:13 PM
Luke Frost
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MediaMath, an independent programmatic company for marketers, today announced the integration of Google DoubleClick Ad Exchange (AdX)’s Programmatic Guaranteed product, the first external programmatic technology partner to do so.

The product brings the power of programmatic to the most premium, sought-after supply inventory. Google estimates nearly 60 per cent of programmatic spending will be via Programmatic Guaranteed by 2019.

Tanuj Joshi, VP, global media partnerships, MediaMath, commented, “We are excited to be the first company that Google has opened their Programmatic Guaranteed offering to. The opportunity is live with us in all AdX markets: EMEA, APAC, LATAM and North America. Advertisers achieve better ROI when they execute this new type of deal – it’s a must-have.”

Advertisers are looking for new ways to procure inventory through direct deals both efficiently and at scale without sacrificing quality. MediaMath’s integration with Google’s Programmatic Guaranteed does exactly that by streamlining the workflow for securing and negotiating high-value inventory from more than 500 publishers.

More importantly, though, it is bringing marketers one step closer to leveraging programmatic for all their media buys.

On the partnership, Chip Hall, managing director, Google Media Platforms, said, “We’re excited to bring new ways to use the power of real-time, data-driven decisions combined with access to brand-safe, reserved publisher inventory to the market.

“MediaMath’s integration with the DoubleClick Ad Exchange is a great example of how Programmatic Guaranteed is creating new opportunities for advertisers and publishers to connect.”

Kevin Fernandes, head of programmatic trading, Havas Australia, also commented, “With the programmatic guaranteed solution now being available in MediaMath, it is a true testament of where the whole digital media landscape is heading towards.

“We can now leverage the high-value reserved, brand-safe and premium publisher inventory that our clients want to be seen on while at the same time move towards improving the overall digital campaign performance centered around data-driven decisioning.”

“This initiative is another great example of how various partners have come together and pushed toward greater efficiencies within the larger media ecosystem. With this integration, our clients will enjoy the ease and benefits of centralised billing and payment consolidation, further enhancing their experience working with programmatic technologies,” Lim Wan Tsau, senior director, global media partnerships, MediaMath APAC commented.

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By Luke Frost
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Through his role as company director at PR Deadlines, Luke manages PR, marketing and communications for a variety of Infotech companies in A/NZ, creating compelling content that drives business in both the B2C and B2B sectors. Having studied creative and factual writing at UNSW, he performed a number of diverse roles such as writing advertising copy for Australian Geographic, sub-editing marketing transcripts for the Television Shopping Network and accidentally disconnecting local area networks for the Haringey Council in North East London. From 2002 Luke worked at Australia's largest independent publishing company, Allen and Unwin, moving from the editorial department into a sales and marketing role, before becoming National Account Manager in 2010. During this time he designed and implemented Allen and Unwin's sales and marketing strategy for the emerging digital publishing sector.

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