Rating: Real-time bidding removes eCPM pricing obscurity
Adfonic reckons it has addressed some of the traditional challenges the mobile advertising industry has faced which have held back spend on mobile advertising. So it has introduced its mobile demand-side platform (DSP) called Madison which it claims gives large-spending advertising agencies and brands greater transparency, control and efficiency. Thanks all thanks to access to a broad range of real-time bidding (RTB) inventory. For example, it takes RTB to the per impression level, thus removing eCPM pricing obscurity and solves the problem of a lack of transparency.According to Paul Childs, Adfonic’s CMO, “Large agencies and advertisers need to access mobile inventory at scale, directly and transparently, with smarter algorithms and deeper data to get the best out of every impression.”
He continued, “We’re giving them control over what they’re buying and where they’re buying. We’re making buying more effective because we’re making it easy.”
Issues which Madison can tackle, says Adfonic, include fragmentation of inventory which makes it hard for brands and agencies to buy at scale.
Madison therefore integrates numerous sources into a single buying platform – allowing transparent buying across multiple publisher sources through one central buying point.
This should enable full control over the inventory sources to buy across – meaning that clients have a much clearer view of the value of what they are buying.
Plus it provides real-time analytics and reporting at individual exchange level.
Madison also allows advertisers to access reliable third party metrics on the performance of individual ad networks and inventory sources to which it connects.
Another feature claimed for Madison is increased margins through a sophisticated bidding model on RTB exchanges.
One final feature is that Madison offers ownership of more data to support future campaign planning.