Publicitas announces premium sell side platform initiative
At the 2012 Digital Forum, Publicitas and its sister company Adnative announced the launch of an initiative for an international sell-side platform (SSP). The platform is intended to target publishers in the premium segment and help premium media providers better monetize and manage their digital advertising inventory.
More than 60 media providers from all over Europe took part in the two-day event. The Digital Forum 2012, held in Berlin on June 21 and 22, was hosted by Publicitas as well as its sister company Adnative. It was designed to give media providers an insight into the SSP initiative, Publicitas wrote in a statement.
The SSP, he said, offers media providers a technologically and dynamically driven platform where they can make their unsold ad inventory available to the automated ad trading market while maintaining full control. This would allow media providers to provide Real Time Bidding buyers with access to this inventory and also to set up closed and private marketplaces.
