In a time where every technology firm with a remote interest in display is pouncing on programmatic, The Exchange Lab hopes Proteus, a new automated trading platform, will distinguish itself from the competition.

Programmatic digital marketplace The Exchange Lab says the platform is different primarily because of its two-way data flow. While most platforms only send information to a demand-side platform (DSP), Proteus is said to receive data as well.

With The Exchange Lab trying to support all the major DSPs straight out of the box, including Yahoo Ad Exchange, DoubleClick Ad Exchange MediaMath, Turn, AppNexus and Adbrain, it is hoping to make Proteus as close to being platform agnostic as possible.

Modelled on financial industry

Drawing inspiration from the financial industry, James Aitken, co-founder and CEO of The Exchange Lab, has attempted to offer true transparency with a launch for the tool.

“Proteus is modelled on the financial trading platforms used by banks and is a combination of the best of Bloomberg and the FX trading platforms,” he said.

“It evolved from the need to deliver our clients unprecedented access to the entire digital media marketplace. Proteus delivers a transparent, reassuring system through which brands can safely move into the programmatic space.”

Trader analysis

When a campaign goes live on Proteus, its budget is allocated to any number of specific DSPs where traders then analyse the insights. It is these trends that then allow traders to move budget in real time to where it is performing best.

The Exchange Lab has stated that its traders are able to tailor the platform and tactical combinations depending on the client campaign. Although once live, this can be changed from minute to minute to reflect market fluctuations.

Another one of Proteus’s benefits is the ability it has to create competition between DSPs because of wide-ranging support. It means that as each one vys for client budget by upping their own performance, prices remain competitive.