Mediaocean Launches Prisma Avails, Providing Agencies Access to Automated Guaranteed Inventory from Major Publishers and SSPs Including AOL and Yahoo
NEW YORK, Sept. 16, 2014 /PRNewswire/ -- Mediaocean, the leading software provider for the global advertising world, today announced the launch of its automated guaranteed media buying solution, Prisma Avails, to further simplify and enhance the digital ad campaign process for buyers and suppliers.
Mediaocean's Prisma provides agencies with a one-stop shop for managing their entire campaign lifecycle – from researching and planning, to measuring ad effectiveness and more. Mediaocean supports over 80,000 users across its systems, conducting 7 million transactions daily across all media channels. The new Avails feature adds another layer of campaign management efficiency and control to Prisma, without the need for separate systems or integration.
Traditionally, the digital media buying workflow for premium inventory has involved sending countless RFPs to a publisher over and over, an often time consuming and fragmented process, prone to errors and rogue spend. The Avails feature enables agencies to transact premium automated digital inventory at approved client and agency level rates, and repurchase thereafter with a single click, aligning agencies' workflow with their increasingly digital investment strategies.
Following a successful beta period with numerous agency clients, the general availability of Prisma Avails will allow digital media buyers to reach an ever growing percentage of the U.S. market by purchasing automated guaranteed inventory through Mediaocean's direct publisher and SSP partnerships, including AOL, CPX, iSocket, OpenX, PubMatic, Yieldex, and Yahoo. Agencies will have access to the largest aggregate supply of premium automated guaranteed inventory available.
"Prisma Avails is like the Amazon for digital media buying, one-stop shopping gets you instant inventory access without the ongoing hassle of confirmations and negotiations," said Anush Prabhu, Chief Channel Planning & Investment Officer, Deutsch NY. "We are always looking for ways to improve workflow so our planners can allocate their time for tasks such as research, strategy and optimization. We are excited about how Prisma Avails takes automation of premium inventory to a new level."
"Through Avails, agencies will be able to more efficiently harness the power and reach of Yahoo premium advertising for their clients," said Peter Foster, VP of Solutions Development at Yahoo. "Yahoo is constantly innovating with our partners to make agency and advertiser experiences more simple and effective. This automated guaranteed solution brings the operational efficiencies of programmatic to the world of the beautiful and inspiring ads possible with Yahoo's premium inventory."
"AOL's deep commitment to programmatic is also a commitment to agencies and advertisers to continue providing open solutions, from us and through third-party integrations, that greatly elevate the effectiveness and efficiency of their advertising," said Marta Martinez, Global Head of Video Sales at AOL. "Our pilot program with the Prisma Avails solution is another step in that direction, unlocking new opportunities for media buyers to reach audiences across AOL's world-class properties in a programmatic reserved fashion."
Mediaocean's Prisma for Sellers platform provides media buyers utilizing Prisma seamless electronic transactions with over 1000 of the nation's largest publishers, representing nearly 90% of the market. Prisma Avails is the programmatic evolution of this existing relationship, bringing buyers and sellers even closer together – and enhancing the level of data and analysis available post buy. Once a campaign has commenced, Avails inventory has unique identifiers so that agencies can track performance with precision throughout a placement's lifecycle across all campaigns – making purchasing and repurchasing decisions more intelligent.
"It's always a pleasure to partner with companies like Mediaocean that share our vision of the future of the industry," said Kirk McDonald, President of PubMatic. "Programmatic is more than RTB and this is another step forward in realizing the full potential inherent in the relationship between publishers, their audiences, and advertisers. As the efficacy of programmatic continues to be understood, we're thrilled to provide some of the foundational technology making this a reality."
"All the industry chatter around automated guaranteed does not reflect the true state of the industry," said Manu Warikoo, SVP of Product, Platforms, at Mediaocean. "Until today, it hadn't achieved its potential, largely due to lack of agency buyers participating. Mediaocean has developed the first platform that lets agencies tap into the big publishers they care about most, and makes programmatic buying a part of their daily workflow, rather than something extraordinary."
Avails is available on Prisma today.
Mediaocean is the leading software platform provider for the marketing world. Its open traditional and digital media platforms empower businesses and professionals across the global marketing ecosystem with intelligent automation, efficiency, and flexibility in their workflow – from planning and buying, to analyzing and optimizing, to invoicing and payments. With over 80,000 advertising professionals conducting 7 million transactions daily across all media channels and managing $100 billion annually through its platforms, Mediaocean drives the marketing universe forward. Mediaocean is headquartered in New York with six offices worldwide. Learn more at www.Mediaocean.com, or connect with Mediaocean on LinkedIn, Facebook or Twitter.
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