With programmatic video buying swiftly growing, the technology tools needed to manage this mobile and video-first world need to also change quickly. Seamlessly connecting buyers and sellers programmatically, with fine tune controls on both the publisher and advertiser side, continues to be a key focus of Beachfront‘s video SSP platform.
Today, we are releasing a massive update to Beachfront’s programmatic stack which will make managing programmatic video, across screens, much easier.
New Private Marketplaces Tools
Customers have been using our marketplace features for internal inventory segmentation for some time. But now we are rolling out a new self-serve toolset to facilitate buyer and seller relationship autonomy. The nexus of these relationships reside in our vibrant Marketplaces section. With these new tools, publishers can section off prime inventory by platform, audience, topics, quality and much more for managed third-party buys. Your inventory is your storefront, and Beachfront gives you the tools to put your inventory in front of buyers in the right way, at the right time.
Publishers can now choose to make their existing marketplaces available to all or specific third-party buyers. Visibility settings will give each publisher fine-grain access control to make sure they are exposing inventory to only the buyers they choose. Buyers will then be able to browse the selection of marketplaces available to them and request access. These requests are sent directly to the publisher along with key company information that will allow the publisher to properly vet the new opportunity. If a request is approved, the connection between buyer and seller is established and the buyer will be able to start purchasing the inventory made available on the approved marketplace.
Self-Service Deal ID
We are also rolling out the addition of self-service Deal ID features to help our publishers carve out even more granular inventory segments. Our new deal interface allows a publisher to handpick exact inventory placements and layer on additional targeting and data segments and set fixed price, auction and guaranteed deals that they can serve up directly to their buyers. Just shoot over the unique deal id and then buyers are directly locked into your pricing terms and advanced inventory segment.
We have been at the forefront of delivering ads and managing inventory across in app, mobile web and OTT. So it is of course worth mentioning that our marketplaces and deals are platform-agnostic. Meaning you can package and blend inventory across each and every platform we support. This means you can sell your website’s View100 unit right next to your Apple TV pre-roll.
New Approach to Ad Mediation: Control
The mediation technology magic behind all of these transactions blends two well-known video mediation tactics, waterfall and parallel calls. Our new priorities section gives publishers a simple interface to visualize their current ad priorities. First and third-party demand are dragged and dropped into position side by side to determine where and when you want your ad sources called. Our waterfall / parallel hybrid approach ensures auctions are carried out as fast as possible with the highest return on both sides.
We will continue to deliver features aimed to serve our most premium publishers in 2016. Empowering customers to manage their O&O’s or entire multi-platform digital ad strategy is a core goal of Beachfront this year. If you are interested in learning more about or new features or what else we have cooking in the pipeline, please get in touch with us and let’s talk about your goals for 2016.