Programmatic: Batanga Media introduces private Ad Exchange
What: Batanga Media is introducing a private ad exchange for the U.S. Hispanic market. Batanga Media Exchange (BMX) will be based on programmatic trading and give access to key client and agency partners. The exchange will trade desktop display and video as well as mobile ad units. A similar exchange for Latin America is in the works.
Why it matters: An increasing amount of publishers is restricting access to premium inventory by creating private ad exchanges. Those that can combine their own substantial inventory with a select network of third-party publishers, like Batanga Media, have more chances to succeed.
Batanga Media is introducing a new programmatic private exchange, named Batanga Media Exchange (BMX). The new BMX private exchange was developed to run on a programmatic platform and comprises Hispanic web and mobile properties, including Batanga.com, iMujer.com, Batanga Radio App and the iMujer Gourmet App, as well as inventory from select premium Hispanic content publishing partners. "Announcements about additional premium publishers will be coming shortly, however we can say that our existing network publishers are part of BMX," Rafael Urbina, CEO of Batanga Media tells Portada. Hector Brignone, Vice President Ad Operations will run BMX.
BMX will utilize proprietary data and intelligence to identify and deliver a qualified, automated U.S. Hispanic audience in real-time.
Data collection and refinement are key to BMX, Urbina notes:."We are generating behavioral and demographic clusters based on our first party-data," he says.
As BMX is a private exchange, client (agencies and brand marketers) access to BMX will be approved on a case by case basis. Through private exchanges publishers and online ad networks can control buyer access to private inventory. Accepted buyers will be able access BMX inventory programmatically through the AppNexus platform or by establishing a connection to BMX directly. The exchange is based on programmatic trading. "BMX is a programmatic product, but we offer managed services for buyers that are not 100%prepared to do RTB. Additionally, we will be rolling out programmatic-reserved inventory for premium guaranteed buys", Urbina notes. Programmatic digital advertising trading is growing in leaps and bounds, particularly in the general market. Analysts claim that in the Hispanic market there is still some catch-up potential for programmatic trading. Urbina predicts that at a normalized level Hispanic will be similar to the general market: "I believe that over half of all ads will be bought this way in the not too distant future."
I believe that over half of all Hispanic ads will be bought via programmatic in the not too distant future.
Mobile and Video
Display mobile units will be available through the BMX exchange. Exchanges do have more difficulty to capture mobile advertising data. As Urbina says, "within mobile the real challenge is to obtain third-party data. However, we do have plenty of first-party data to draw from." BMX will also have desktop video advertising inventory available. Online video is growing at a very high rate in the Hispanic market and general market. According to Urbina, " Growth for overall video is higher than display, but lower than mobile. CPMs are significantly higher for video."
An increasing amount of media properties are creating private exchanges (e.g. see NewCorp) as a way to organize their ad sales and only give key clients access to their premium inventory. Because of the high demand for public ad exchanges Supply side platform Pubmatic recently announced that it will hire 100 additional staffers to meet its clients growing demand for private ad exchanges. Last year Orange Advertising Network introduced a private exchange for the U.S. Hispanic market.