AMSTERDAM, June 3, 2014 /PRNewswire/ --
The 360 Platform leads market, providing publishers with the greatest degree of precision in maximising programmatic revenue
Improve Digital, Europe's leading programmatic advertising technology provider, continues to innovate with the release of Pricing Control Centre (PCC). With Improve Digital's 360 Platform, publishers always had a full floor pricing suite, but the capabilities of PCC set a new industry standard. With PCC, publishers have the greatest pricing precision and control, ensuring they see the highest revenues possible via programmatic sales channels.
Integrated within Improve Digital's 360 Platform, the Pricing Control Centre has been designed to enable smart pricing strategies and efficient sales processes. Publishers can now set price floors based on myriad product attributes, as well as at the advertiser, buyer and category level, to ensure true product value is achieved in RTB and premium programmatic sales. These attributes include the established advertising standards such as format, size, placement, creative type, site and content type, as well as infinitely diverse data-driven audience characteristics.
"Advanced price controls allow us to execute on a more granular yield strategy. This is beneficial for both buyers and sellers since it allows publishers to segment inventory more specifically," stated Elwin Gastelaars, Manager Digital Trading at RTL Nederland. "As the programmatic market is maturing, we need more controls and transparency on both ends to open-up all high-quality audience segments and channels."
More significantly, with Pricing Control Centre, publishers can now establish variable price floors and bid minimums across different buyers or buyer categories, such as agencies, demand side platforms (DSPs) and individual advertisers. For the first time, publishers have precise buyer-level control over who is accessing their inventory and at what prices across all of their programmatic sales activity.
"We are religious about price and revenue maximisation for our customers, giving our publishers the greatest possible control and flexibility when monetising their inventory via programmatic sales channels," says Joelle Frijters, CEO and Co-Founder at Improve Digital. "PCC is yet another way the Improve Digital platform increases revenues and reduces the risk of commodification and price erosion for our clients' invaluable audience and advertising assets."
Improve Digital currently works with over 100 of the top publishers and media owners in Europe and, through them, supports the marketing efforts of tens of thousands of advertisers.
About Improve Digital
Improve Digital provides programmatic advertising technology to owners of premium digital media that want to build their own Private Ad Ecosystem. Improve Digital enables them to build, grow, manage, control, and optimise their own environment driving revenues from direct campaigns, RTB, ad networks, exchanges, trading desks and any other 3rd-party media buyer. The platform also enables them to automate their premium direct sales from display, text, video and mobile creating significant efficiencies for their organisations. Improve Digital has offices in London, Munich, Amsterdam, Madrid, and Barcelona.
SOURCE Improve Digital