Adfonic, a mobile advertising buying platform giving advertisers and agencies access to global mobile Web and app inventory through a single buying point, has revealed Madison, its new mobile DSP, (demand-side platform).
Madison enables RTB, (real-time bidding), offering large spending advertising agencies and brands greater control, transparency and efficiency. By enabling access to a broad range of real-time bidding inventory through one central buying point, Madison empowers agencies and brands with transparent buying across multiple publisher sources. Clients now have full control over the inventory sources they buy, as well as have a better understanding of the value of their purchases. Madison enables real time analytics and the reporting at an individual exchange level.
Madison also presents a fully automated marketplace optimized around value and results. Using advanced algorithms that enable bids on a per-impression basis, agencies and brands can now more efficiently buy inventory. Madison is equipped with several cutting edge features which set it apart from other competitors, as well as provides true granularity through its per-impression optimization backed by algorithms that determine the best possible options to place bids. It is a fully managed service with the option of self-service. The transparency of buying across multiple publisher sources and ownership of more data supports future campaign planning and strategizing for the agencies and brands.
Madison provides an automated and streamlined mobile buying process with full control over ad placements. Real-time and comprehensive performance reports are available to manage campaigns, and a sophisticated bidding model on RTB exchanges increases margins while driving increased spending and inventory through its capability to increase the maximum bid price.
Paul Childs, chief marketing officer and co-founder of Adfonic, said that large agencies and advertisers must access mobile inventory at scale directly and transparently with smarter algorithms and deeper data to get the best out of every impression, adding that this would give them control over what and where they’re buying. Childs went on to note that with Madison, the company is making the process of buying more effective by merely simplifying it.
If you are interested, Madison is now available on the market.
Edited by Allison Boccamazzo