Fairfax Media has partnered with the trading desk arm of IPG mediabrands, Cadreon, to boost its programmatic offering into rich media formats.
Under the arrangement, The Fairfax Exchange, which launched in July this year, will be able to trade rich media programmatic across both its mobile and desktop advertising inventory. Rich media includes more advanced advertising formats such as streaming video, and applets that interact with users.
Fairfax Media Trading Desk commercial manager Lee Callagher said that the Cadreon partnership will allow it to make a more diverse range of inventory available programmatically.
“Up until now, the programmatic market has been predominately trading standard media formats,” Callagher said.
“Adding rich media to our programmatic offering reinforces Fairfax Media’s commitment to providing our clients with a premium environment and a broader product range that caters for a wider level of demand.”
The Fairfax Exchange uses the AppNexus real time bidding platform to offer advertising access to more than 300 Australian brands. It can be accessed in two ways: a private auction which is only available to select buyers and offers guaranteed impressions and audiences or through an open auction, available to any bidders and providing non-guaranteed impressions.
Cadreon general manager Jessica White said: “The ability to trade rich media provides Cadreon and our clients with a great benefit – the availability of far more premium inventory in rich media. This equates to greater choice and further diversifies our programmatic offering.”
For more news:
Telstra on digital dollars – 80% goes via programmatic
Foxtel programmatic deal helps boost TubeMogul revenue
Newspaper inventory to be bought online for the first time
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