Digital advertising and marketing agency engage:BDR has launched its self-service real-time bidding (RTB) display platform, First Impression. The company claims First Impression is the “first platform to provide customers with direct access to publishers' inventory in addition to engage:BDR's exchange traffic,” which enables media buyers with full control to maximize the value of an impression and increase ROI.
This fills a much-needed void, claims engage:BDR. Brands and agencies are increasingly adopting the new-ish RTB concept, but want more access to publishers' direct inventory. A recent PubMatic/Digiday study showed that 74% of brand advertisers polled would increase RTB budgets if they had direct access to publisher inventory via RTB.
This becomes particularly important as more and more, advertisers buy online video inventory in real-time using audience data. "The industry is seeing a slow shift away from targeting specific consumers through customized, content-centric video buys," described Online Media Daily. RTB enables advertisers to be selective about inventory, and to place premium bids on the audience it values most. It further enables impression-by-impression control as they bid on video ads, allowing marketers to identify trends insights about their consumers, context and creative.
"We built First Impression with the specific goal of providing advertising agencies and brands access to publishers' inventory rather than just exchange traffic," said Ted Dhanik, president, engage:BDR. "This self-service platform puts the power directly into the hands of marketers saving time and money while improving the accuracy of any campaign."
First Impression is designed to provide that transparency into publishers' inventory, both in the U.S. and international, enabling marketers to create localized but global campaigns, with access to granular mobile inventory (e.g., targeting specific platforms, devices and carriers).
Further, marketers can test campaigns on engage:BDR's exchange traffic, scale on premium inventory and expand their campaigns into mobile for maximum results. Campaigns can be monitored on the go with the First Impression mobile app for complete flexibility. Proprietary audience insights tools enable real-time reporting details into who is viewing, clicking, and converting, allowing marketers to marketers to quickly adjust and tailor a campaign.
"First Impression was built from the ground up based on key learnings and methodologies from the performance marketer," said Nick Lynch, vice president of platforms, engage:BDR. The result is the creation of a platform that empowers agencies and brands to scale campaigns with complete transparency and control of their message to the audience."
Beginning today (May 4), First Impression is available by invitation. Marketers can register for an invitation to utilize the self-service product at the engage:BDR website.