SOURCE: Varick Media Management

April 10, 2014 09:30 ET

Varick Media Management Sees Significant Growth in Private Exchanges

Premium Publishers Employing a "First Class" Marketplace, Providing Advertisers With Access to Inventory and Data-Driven Audience Targeting

NEW YORK, NY--(Marketwired - Apr 10, 2014) - Trading desk Varick Media Management (VMM) is seeing significant growth in the use of private marketplaces and programmatic direct buying, benefiting both premium online publishers and advertisers.

More than 30 premium publishers have implemented VMM's "First Class" private marketplace product, which VMM enables through programmatic direct deals. The company has negotiated upfront deals via multiple technology platforms to automatically activate deals with selected publishers and provide advertisers transparency and efficiency.

First Class gives advertisers and agencies a way to centralize learnings from their campaigns and leverage data-driven audience targeting. There are three levels of the program: "Access," "Preferred" and "Guaranteed." The first two options provide advertisers auction-based buying at set floor pricing, while the latter option guarantees inventory at a fixed rate.

"First Class affords us insights into our client's audience that direct deals can't always provide," said Josh Engroff of The Media Kitchen. "Through VMM's data management platform, The Lens, we have transparency into client data and the sites where their ads appear. When we know we're getting premium publishers and desirable audiences, we can expect our brand message to resonate."

"Advertisers, media and creative agencies, and publishers are all looking for the same thing, and that's delivering on the efficiency promised to them through programmatic media," said Jim Caruso, VP of Product Strategy at Varick Media Management. "They want more time to devote to the high-end, laborious custom ad executions on their site. The easiest way to do that is to make standardized buying and selling much easier. Private marketplaces are the natural evolution for programmatic markets, providing transparency, efficiency, and data-driven buying across multiple tiers of inventory."

Adotas was the first to cover the news.

About Varick Media Management
Varick Media Management (VMM) launched in 2008 as the first data-driven trading desk for agencies and brands. VMM's skilled human capital leverages granular audience insights and real-time bidding through a multi-bid tech approach to drive outcomes.

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