Cox Media, the advertising division of Cox Communications, and MAGNA GLOBAL, the media investment unit of IPG Mediabrands, today announced plans to establish the industry's first private programmatic TV marketplace leveraging the AudienceXpress platform.
The first-of-its-kind partnership will enable MAGNA GLOBAL advertisers to execute television advertising through a single, easy to manage interface, targeting their optimal audiences across the full scope of Cox Media inventory in more than 20 DMAs nationwide. The intuitive platform is powered by AudienceXpress and is expected to debut in early 2015.
MAGNA GLOBAL clients will benefit from access to Cox Media cable inventory through the AudienceXpress system providing custom next day reporting and application of 1st and 3rd party audience data sets. It will allow MAGNA GLOBAL to specify and measure geographic concentration of their campaigns based on the audience data in addition to audience composition by network and daypart. As a result, programmatic campaigns executed through this new private marketplace will have an even higher degree of targeting capacity and measurability.
"This new private marketplace with MAGNA GLOBAL defines a significant step forward in helping ad buyers connect their messages with high quality audiences at scale," said Mike Zeigler, Cox Media vice president of business development. "The sophistication of programmatic advertising platforms leveraging multiple data sets and automated access to high quality TV programming is quickly evolving to empower CMOs and progressive agencies with the insights required to deliver high impact campaigns."
The platform will enhance and integrate with AMP, audience measurement platform, IPG's proprietary cross-channel audience targeting and media optimization system. Launched in 2011, AMP offers a uniquely large, scalable single-source data solution that combines client data with household and individual level viewing data, online behavior data and mobile data to measure ad exposure, effectiveness and optimization.
"This partnership represents a very important step for programmatic TV," said Todd Gordon, EVP, MAGNA Marketplace, MAGNA GLOBAL. "By leveraging Cox Media's inventory on AudienceXpress' best-in-class TV buying platform we are building a valuable tool to help our clients make smarter, more informed media buys."
"Both MAGNA GLOBAL and Cox Media have been at the forefront of programmatic TV as a forward thinking agency holding company and TV inventory provider," said AudienceXpress President Walt Horstman. "Now they have partnered in our industry's first private marketplace, which mirrors the maturation of programmatic as a practice and is highly representative of the evolution of programmatic TV itself."
The solution is being developed in response to growing demand for programmatic solutions to execute the entire media plan and will serve as a showcase for other inventory partners to embark on programmatic TV private marketplaces with AudienceXpress.
About Cox Communications
Cox Communications is a broadband communications and entertainment company, providing advanced digital video, Internet and telephone services over its own nationwide IP network. The third-largest U.S. cable TV company, Cox serves approximately 6 million residences and businesses. Cox Business is a facilities-based provider of voice, video and data solutions for commercial customers, and Cox Media is a full-service provider of national and local cable spot and new media advertising.
Cox Media, a wholly owned subsidiary of Cox Communications Inc., partners with both local and national advertisers for marketing success, offering advanced cable and digital advertising products in more than 20 markets across the United States. In addition to proven media solutions, Cox Media offers consultative insights to help clients reach their audiences more effectively and efficiently. From broad reach, highly rated programs to laser-sharp targeting of specific audiences, Cox Media is focused on developing customized marketing solutions that maximize ROI for clients.
About MAGNA GLOBAL
MAGNA GLOBAL is the strategic global media unit of IPG Mediabrands, comprised of two key divisions.
MAGNA GLOBAL Investment harnesses the aggregate power of all IPG media investments to create power and leverage in the market, drive savings and efficiencies, and ultimately make smarter, more effective media investments on behalf of our clients.
With a stated goal of reaching 50% automated buying by 2016, the team in North America invests across digital, programmatic, broadcast and all traditional media platforms and is therefore considered the most comprehensive buying and negotiating unit in the media industry. The architects of the MAGNA Consortium – a powerful committee of executives from A&E Networks, AOL, Cablevision, Clear Channel Media and Entertainment, ESPN and Tribune – MAGNA North America is also dedicated to shaping industry automation and audience specific buying.
MAGNA GLOBAL Intelligence has set the industry standard for more than 50 years by predicting the future of media value. MAGNA GLOBAL Intelligence produces more than 40 annual reports on audience trends, media spend and market demand, and ad effectiveness.
AudienceXpress, a subsidiary of Visible World, is a leading programmatic TV buying platform that automates the planning, buying, optimization, and daily reporting of linear TV campaigns nationwide. AudienceXpress' Web-based platform allows media buyers to optimize campaigns and reach target audiences quickly and easily. AudienceXpress offers simple, scaled delivery of a national audience, superior audience targeting technology, full automated execution, next-day impression reporting, and data-driven consumer insights. www.audiencexpress.com
Source : http://finance.yahoo.com