Admeta is launching its private ad exchange service in the USA with the opening of an office in New York. The ad technology provider boasts a solution that’s capable of cutting out the digital media middle men, which in this case are the DSPs, SSPs and costly trading desks.
New York’s an intriguing choice for Admeta. Until recently, the trend amongst tech firms looking for a toehold in the states was to head for Silicon Valley. However, the Big Apple’s not short on brands, which could be why non-native businesses are favouring it over the San Francisco Bay Area.
Ola Tiverman, CEO of Admeta, conceded as much when he spoke to A4u. "Our decision to open our first office in NY is purely strategic as our initial client base is in the East Coast,” he said. ”Admeta plans to continue its expansion throughout the United States in 2013."
Complete control for brands
The white label tech gives publishers their own ad marketplace. With Admeta, they have complete control over their brand, advertiser relations and inventory. Clients can benefit from performance-based sales while eliminating any risk of cannibalising premium sales.
One advantage of Admeta is it finds and chooses the highest forecasted revenue for each impression. The system works by calculating the highest eCPM for each and every bid participating in the auction for that impression.
As you’d expect from this kind of platform, there’s much in the way of functionality to ensure clients are kept appraised of campaign effectiveness. Monitoring features such as real-time auctions, real-time optimisation, and real-time reporting for performance campaigns are prevalent in Admeta.