Will Enable Packaging of Exclusive Audience Data and Premium Publisher Inventory, with a New Level of Supply-Path Optimization
Next-gen data management platform (DMP) Audigent is announcing the release of Smart PMPs, a first-to-market data + inventory product that will transform the way that advertisers buy programmatic inventory and data. PubMatic, a premium digital advertising technology company, will be the first supply partner to support the product. In combining PubMatic’s premium publisher inventory and Audigent’s exclusive first-party data, digital media buyers can now customize and package some of the best inventory and data available from some of the biggest names in entertainment, sports and lifestyle. Easy to use and include in a campaign as a single deal ID, Smart PMPs enable the accurate projection of audience scale and direct supply-path optimizations, streamlining a process that has often been cumbersome and inefficient and will now provide buyers with more fairly priced PMP alternatives.
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“The excitement around clean, transparent, privacy safe first-party data continues to dominate the programmatic advertising conversation,” said Drew Stein, Founder and CEO of Audigent, “This new tool, available through our PubMatic partnership, is truly a breakthrough product that intelligently combines our high-performing first-party data with premium publisher inventory, making it easier than ever before to help brands and media agencies drive value and performance.”
Media planners and programmatic traders are overwhelmed by infinite choices around data and inventory. To help buyers take the guesswork out of their options, Smart PMPs pre-package specified audience targets against curated inventory and content. Since optimizations are the key to programmatic campaign success, Smart PMPs stand out because they can be initiated from the supply side, being implemented before traders even have visibility into performance, thus ensuring that media spend gets allocated to the best performing PMP’s faster.
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“Smart PMPs are a highly-differentiated, audience data-driven PMP product that drives immediate value and performance for programmatic media buyers and premium publishers,” said Alex DeSanctis, Vice President of Audience at PubMatic. “Data is critical here, and it’s extraordinary that Audigent can deliver access to premium audiences at massive scale, from the most coveted and exclusive lifestyle publishers to Bruno Mars’ most engaged fans to the Brooklyn Nets.”
“The demand for simpler, more efficient and more powerful digital media buying is clear. SmartPMP is a brilliant step forward in that it provides a single toolset for both data customization and supply-path optimization. It is already delivering at scale for some of our most valued and trusted clients,” said Jake Abraham, President at Audigent.
Initial reactions from buyers have been extremely positive. Beyond the noticeable pricing advantage, they are also responding to the predictable scale, a campaign requirement that has proven very challenging to date, and previously left buyers scrambling to increase audience size and/or inventory to meet forecasted pace. SmartPMPs accurately deliver audience scale prior to campaign activation, ensuring that there are no surprises and allowing buyers to spend more time focused on campaign optimizations vs. basic delivery and trafficking.
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