|By PR Newswire||
|February 23, 2013 05:24 PM EST||
LONDRES, February 23, 2013 /PRNewswire/ --
Las agencias pujarán por segmentos de datos propios de diferentes editores
Los principales editores de Dinamarca se han asociado para lanzar la Red de editores daneses junto con Rubicon Project®, empresa líder en el sector de la publicidad automatizada, con el fin de ofrecer su inventario y datos en línea a los anunciantes a través del comercio en tiempo real.
Editores como Politiken, Jyllands-Posten, y Ekstra Bladet encabezan el colectivo, que proporciona una audiencia cualificada de más de 2,2 millones de usuarios únicos al mes. Hay más editores que se plantean unirse a la Red de editores daneses (Dansk Udgivernetværk). El objetivo de la red es ofrecer varios miles de millones de impresiones al mes, que estarán disponibles de forma colectiva a través de RTB.
Esta iniciativa es consecuencia del aumento percibido por los editores de la región de la demanda por parte de anunciantes y agencias de medios que desean adquirir inventario a través de RTB. Asimismo permitirá innovar a los editores en línea para incrementar su eficacia y maximizar su rendimiento.
Según Jay Stevens, vicepresidente sénior y director general de Rubicon Project, departamento internacional: "Hasta el momento, TDPN es el segundo mayor consorcio de editores que se creará en Europa. Recopilar y juntar sus activos de inventario y datos de esta manera les permitirá alcanzar el tamaño y dimensión de competidores como Facebook y Google para asegurarse de que consiguen su propia cuota de planes de agencias de medios. Colaboraremos con el equipo para garantizar la maximización de sus ingresos gracias a innovaciones como la creación de datos de segmentos, de manera que las agencias puedan dirigir sus actividades publicitarias de manera más eficaz, o el establecimiento de mercados privados con los departamentos especializados en la gestión automatizada de compra de publicidad de las principales agencias".
Martin Jensen, presidente de Dansk Udgivernetværk, añade: "Dichos departamentos especializados están surgiendo en Dinamarca, por lo que sabíamos que teníamos que trabajar con la tecnología de comercio en tiempo real para tener acceso a estos ingresos y queríamos contar con una plataforma que nos diera el control para poder trabajar según nuestros propios términos y aumentar la eficacia. Además, sabíamos que podríamos hacer un mejor uso de nuestros propios datos si conseguíamos juntar estos activos y ofrecérselos a los compradores a mayor escala. Escogimos a Rubicon Project porque colaboran con muchos de los principales editores en Europa y ayudan al colectivo de editores La Place Media en Francia, lo que nos permite beneficiarnos de su experiencia y asesoramiento de la mejor manera posible a fin de aprovechar las tecnologías de comercio en tiempo real y optimizar el rendimiento".
Acerca de Rubicon Project
Rubicon Project® es una empresa que usa tecnología avanzada para la automatización de compra y venta de publicidad en todo el mundo. Más de 500 de los principales editores del mundo utilizan REVV®, la mayor plataforma de tecnología independiente del sector, para realizar transacciones con más de 100.000 anunciantes. Las tecnologías de automatización y los algoritmos de optimización de REVV permiten a los compradores y vendedores dirigir sus negocios a escala mundial en un mercado seguro para las marcas y en el que se realizan miles de millones de transacciones cada día. Para obtener más información, visite http://www.rubiconproject.com.
Si desea más información, póngase en contacto con
Comunicaciones de marketing, departamento internacional
Correo electrónico: [email protected]
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