Flexing Market Muscle: 24/7 Real Media Looks To Aggregate Dynamic Supply With New Real-Time Bidding (RTB) Offering.

24/7 Real Media, WPP's marketing technology company, announced this week the availability of real-time bidding (RTB) to UK publishers within its proprietary ad management technology, Open AdStream.

24/7 Real Media's new RTB proposition will allow publishers to put their inventory into one ecosystem that dynamically allocates revenue and delivers optimal yield. This capability allows publishers to filter and assign value to biddable inventory based on audience and context.

Nicolle Pangis, President, Europe at 24/7 Real Media, comments: "A controlled approach to RTB improves publishers ability to identify the actual worth of each segment of inventory on their site. Similarly, advertisers are guaranteed quality inventory from an auction environment that ensures their messages are targeted effectively and most likely to resonate with online users."

24/7 Real Media's Open AdStream provides access for real-time bidding within a single decision engine instead of multiple systems. According to 24/7 Real Media, the new solution will have faster page loading speeds, as well as a far simpler environment for publishers managing their inventory. Publishers will receive only one report for all inventory sold and 24/7 Real Media claims their costs will be reduced because fewer calls are made by the ad server.

Is WPP making its move to aggregate supply, and bring its immense demand into play in the UK display market?

Nicolle Pangis gives some insight: This is the way forward for publishers and it provides a simple, intuitive and accountable means for advertising clients to bid on top-tier inventory. Not only will this technology power publishers working with 24/7 Real Media, but it will also serve clients of the Media Innovation Group (MIG) and GroupM's Xaxis through a connection to WPP's proprietary DSP technology.

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