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YieldLab Opens Up Premium German Sales House Inventory To International Demand

Turn has announced a strategic partnership with Hamburg-based SSP Yieldlab to provide global advertisers with access to top premium German publishers and media houses.

Turn is the first international DSP to successfully integrate with German premium publisher yield management specialist, Yieldlab.

Yieldlab focuses on high quality German inventory, providing access to many of the top AGOF (Arbeitsgemeinschaft Online Forschung) publishers. The new partnership with Turn enables advertisers all over the world to have real time bidding access to one billion German language display impressions per month and information about 16 million unique users in Germany.

But what are the German sales houses getting out of it?

Ghanem Awn, Director of Business Partnerships at Yieldlab, weighs in: “With this new partnership we gain the possibility of direct selling cross-border traffic without an intermediary ad network, as well as access to international trading desks. In 2011 we focused on local partnerships to get a headstart in the local market. In 2012, Turn is our first international demand partner enabling us to combine our strong local premium inventory with international buying power. Because of the high quality of our inventory we aren’t just focusing on increasing the number of partnerships, but instead on increasing the level of quality. This is why we partnered with Turn. We expect fast growing international RTB demand for 2012, and with this partnership we can meet the requirements of our premium publishers’ monetisation strategies.”

The Turn Media Platform enables advertisers to target a brand’s ideal audience by deploying media optimised in real-time against custom metrics. Turn’s partnership with Yieldlab provides marketers looking to reach a German audience with a comprehensive set of tools for the precise execution of advertising campaigns including new contextual data from best-of-breed vendors.

Pierre Naggar, Turn managing director EU, comments: "Turn is actively securing new supply sources and exchanges that are relevant to the EU market and we are delighted to be the first international DSP to integrate with Yieldlab. Our partnership with Yieldlab, who have direct relationships with leading German publishers, provides global advertisers for the first time with the right environment to make the best use possible of premium local content.”

Ghanem Awn, Yieldlab Director of business partnerships, adds: "Our affiliation with Turn will open up for the first time the opportunity for German agencies and international agency networks to connect to our platform on a real-time bidding basis. Our strategic alliance will increase demand for YieldLab’s platform internationally, while giving Turn’s clients unparalleled access to our local market and its specialist needs."

Tickets for the Ad Trader Conference in Hamburg on April 19 are still available. Check out the list of speakers already confirmed for the day.