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MediaMath Unveils Its Self-Service Buying Platform, TerminalOne; Rubicon Debuts REVV Platform For Publishers

MediaMath Roll Out Self-Service Trading Platform

A number of key exchange companies have rolled out new platforms for the buy and sell side this week. On the buy-side MediaMath has introduced TerminalOne, a self-service platform that allows agencies to buy across multiple exchanges and networks.

Joe Zawadzki, CEO of MediaMath, explains how the company is meeting the demands of its agency clients, as the buy side looks to make use of universal bidding platforms:

We’ve had the advantage of being the first media buying platform, the largest algorithmic buyer of real-time biddable inventory, and a leader in the integration of both supply and data. However, as our agency clients have evolved, they have demanded direct access to our platform as well as advanced strategic support and training for more complex campaigns. Tempered by two years of development, millions in monthly spend, and billions of daily impressions passing through our system, we are ready to support this need with two distinct sales, technical service, and development organizations.

This will be important to European agencies and advertisers looking to take advantage of the new buying opportunities.

The DoubleClick exchange will bring a lot of strong ad inventory to the market. Those agencies and advertisers - with no buy-side platform of their own - will need to use third-party vendors like MediaMath, Turn and Invite Media.

MediaMath is rumoured to be looking at entry into the European market early next year – and will no doubt be offering the self-service platform to the more progressive and exchange-focused agencies.

Those lacking the necessary resource to manage the buying process will no doubt be able to engage the services of MediaMath’s trading team. All the details can be read here.

Rubicon Focuses On Audience Targeting And Insight With New Revv Platform

Rubicon continued its quest to become the de-facto trading desk for publishers by rolling out its new yield optimisation offering. There was a big launch last week, which included a live demo of the new REVV platform. In case you missed it, the demo can be viewed here.

The recent acquisition of Others Online has enabled Rubicon to introduce more targeting capabilities on Revv. There’s also a heavy influence on brand safety. Some of the new features that will most interest publishers include:

- Ad Network Optimization: Matches every unsold impression on a publisher’s site to the optimal ad from the right sales channel partner in real time.

- Non-Guaranteed Optimization: Allows publishers to maintain control across all non-guaranteed inventory, ensuring access to the best revenue opportunity for every ad impression served – direct, indirect and house ads.

- Targeted Audience Program: Enables publishers to target their high quality audience and others just like them across the Web (Includes Audience Extension, Audience Targeting and Audience Re-Targeting).

- Permission Control: Provides publishers the ability to manage sales rights across all demand sources by geography, advertiser, partner, and segment without sacrificing brand, ad quality or control.

- Audience Insight: Leveraging data intelligence, publishers gain unique insight into the audience segments across their site – making inventory easier to sell at higher rates.

- Rubicon Vantage: A Firefox plugin that offers publisher’s real-time perspective on their ad space, including up-to-date revenue stats.

- Brand Guard: Incorporates best of breed technology with unparalleled, 24/7 worldwide service, then leverages the massive scale and influence of the Rubicon Project, to enforce premium publishers' quality standards.