Prepress

Turn Launches Platform Solutions to Power Next Generation Media Buying for Ad Agencies

Thursday 23. July 2009 - Unveils Exchange Trading Desk and Private Network Solutions, Empowering Ad Agencies to Centralize Buying and Improve Media Performance Across All Forms of Display Advertising

Turn Inc., the smart platform for digital advertising, today unveiled two new solutions for advertising agencies and large media buyers – Exchange Trading Desk and Private Network. Both solutions are designed to help agencies and media buyers combine multiple sources of user data to dramatically improve custom audience targeting, leverage predictive bid optimization across the full range of display advertising media sources, and to generate deep analytic insights into campaign performance and user behaviors.
“We’re seeing seismic shifts in the media ecosystem, and agencies are rapidly evolving their media strategy from the traditional model of buying content to focus instead on buying highly customized audience segments,” said Jim Barnett, CEO of Turn, Inc. “This really is a transformational moment for the industry, where agencies are in a position to become the next generation of media power brokers for their clients.”
The two offerings fall under the newly created Turn Platform Solutions Group headed by Phillip Smolin, who was promoted to General Manager, Platform Solutions. Previously Smolin was Vice President of Product and Marketing for Turn.
“Turn’s platform solutions give agencies the tools — real-time behavioral modeling, predictive bid optimization and custom analytics – to help them find their target audiences anywhere on the Web and pay the optimal price per impression, based on measurable performance objectives,” adds Smolin. “Leading holding companies and independent agencies are incorporating Turn’s Exchange Trading Desk and Private Network solutions into their best-of-class service offerings, differentiating themselves from their competitors and ultimately reducing their reliance on traditional ad networks.”
Turn’s Exchange Trading Desk is an integrated platform for centralizing and optimizing display advertising across ad exchanges such as Google Adx, Right Media and OpenX, and publisher yield managers such as AdMeld, Pubmatic, and Rubicon Project. By consolidating inventory from every source into one comprehensive view, media buyers can combine their proprietary user data with demographic and behavioral information from multiple third party sources, create custom audience segments in real-time, identify high value impressions, enforce greater brand quality control, and make the over-all buying process dramatically more transparent, targeted and effective.
The Exchange Trading Desk also helps reduce inventory acquisition costs through predictive bid optimization, centralized retargeting and behavioral buys, and universal frequency controls across all real-time inventory sources. Finally, Turn’s data warehousing and advanced analytics generates powerful insights for marketers, including transparent performance reporting to the URL level and behavioral profiling for responders and non-responders. The Turn Exchange Trading Desk is available as a self-service or fully outsourced solution.
For organizations that manage a large number of advertisers, Turn’s Private Network extends the Exchange Trading Desk model, allowing agencies to create their own full-scale ad network or marketplace. The Private Network offers the same features and benefits as the Exchange Trading Desk but adds the ability for agencies to also include and optimize inventory from ad networks and direct publishers. This enables media buyers to leverage their buying power to acquire high volume ad inventory at a significant pricing discount and dynamically allocate and optimize impressions across all of the client’s advertisers and campaigns.
Turn’s Exchange Trading Desk and Private Network solutions are powered by the same core technology platform as Turn’s own ad network, recognized by comScore as the fastest growing top 25 ad network (April 2009 data) in the U.S. market.