The Exchange Lab

The Exchange Lab

September 25, 2014 08:00 ET

The Exchange Lab Launches Proteus-The Future of Programmatic Media Trading

Unique API integration enables real-time two-way dataflow between Proteus and multiple DSPs

Architecture modelled on Bloomberg & FX financial trading platforms

Platform evaluates billions of audience interactions daily

NEW YORK CITY, NEW YORK and LONDON, UNITED KINGDOM and TORONTO, ONTARIO--(Marketwired - Sept. 25, 2014) - The Exchange Lab, the world's largest programmatic digital media marketplace, today launches Proteus. Proteus is a creative and innovative automated trading platform that provides clients with a holistic view of the global programmatic marketplace.

The new platform achieves this fully rounded market view by plugging into all major demand side platforms (DSPs) and audience pools. The proprietary technology was built in-house at The Exchange Lab. It includes a unique API integration which enables two-way dataflow between Proteus and the world's leading media technology companies or DSPs. Integrated with 10 DSPs, including; MediaMath, Turn, AppNexus, The Trade Desk, TubeMogul, AdLearn Open Platform (AOP), Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange and DoubleClick Bid Manager, it provides access to 85 exchanges and supply side platforms (SSPs) globally. Additional DSPs will be integrated by the end of 2014.

Custom API integrations allow Proteus to monitor the market in real-time - as market prices move and audiences become exhausted, Proteus enables us to move spend between platforms to give the client the best possible return on investment. As an independent digital media company, The Exchange Lab takes an agnostic approach to technology solutions and operates at a global level across all markets providing clients with efficiency and performance.

James Aitken, Co-founder and Chief Executive Officer, said: "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. 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."

Proteus enables personalised content to be delivered at scale through a single touch point. As a campaign goes live its budget is allocated to specific DSPs and the insights are analysed by traders. This analysis allows traders to move budget in real time to where it is performing best. Our expert traders use Proteus to select the most appropriate platforms and tactical combinations for each client campaign, changing on a minute by minute, hour by hour basis dependent on market fluctuation. Trader analysis ensures every campaign is driven by optimisation and it is a combination of Proteus technology and trader expertise that delivers our clients fantastic return on investment.

Proteus USPs include:

  • Attribution - Proteus looks at the whole customer journey and can automatically identify what activity and what DSP is driving engagement and conversion.
  • We are constantly integrating with new technologies - Proteus plugs into any DSP globally integrating with the latest technologies as they come to market keeping clients at the cutting edge of technology and innovation at a global level.
  • Competition in Market - Proteus creates competition between DSPs, keeping performance at the top of the agenda and prices competitive, all of which our clients benefit from.
  • Dynamic Data Integration - Proteus can integrate external data feeds and apply them at a campaign level.
  • Efficiency and Performance - delivery of highly effective bidding on inventory means clients find the right audience at the right price, across channels. Proteus enables analysis of buying patterns and performance insights by platform across the whole market.
  • Pre-Campaign Screening for Creative - unique quality control layer allows creative to be screened pre-campaign across all of our technology partners. Simplifying creative set up.
  • Enhanced Accountability and Reporting - real time data processing, monitoring and commentary enables insights to be shared with our clients throughout a campaign lifecycle. Proteus can identify exactly what is or isn't working enabling strategies to be changed immediately to ensure the best ROI.

The Exchange Lab was recently named as one of the UK's fastest growing technology companies in The Sunday Times Tech Track 100 and topped the global International Media Survey (I-MIS) for 'transparency and accountability' beating Facebook, Google, Twitter and Yahoo to take first place.

About The Exchange Lab

The Exchange Lab ( is One for All. One company connected to the world's largest programmatic digital media marketplace. The Exchange Lab is powered by Proteus, a creative and innovative trading platform which is integrated into the largest and most respected DSPs including; MediaMath, Turn, AppNexus, The Trade Desk, TubeMogul, AdLearn Open Platform (AOP), Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange and DoubleClick Bid Manager. The company's unique multi-platform solution unifies all of the top demand side platforms (DSPs), marketing technologies and exchanges into a single touch-point that drives the highest level of efficiency for advertisers.

Founded in 2007, The Exchange Lab is a privately held company that serves more than 700 clients across 50 markets worldwide with offices in London, New York, San Francisco, Chicago, Dallas, Toronto, Singapore and Istanbul. The company raised $8M in funding from the Business Growth Fund (BGF) in 2013.

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