Turn Strikes 2 Partnerships; Exchange Lab Launches Platform Modeled After Wall Street

Turn, a demand-side platform (DSP), on Thursday announced two partnerships, both of which are focused on international markets. Turn has struck partnerships with audience targeting firm DataXpand and The Exchange Lab, a London-based programmatic marketplace.

DataXpand operates and “audience data marketplace,” where marketers can trade third-party data on Latin American, Europe and U.S. Hispanic audiences with one another. Turn clients will now have access to DataXpand’s audience data.

“The partnerships with Turns allows us to take advantage of new campaigns with trading desks and agencies that use Turn as their DSP,” said Sebastian Yoffe, managing director of DataXpand. “We have seen advertisers, agencies and publishers show more interest every day in data.”

Turn joins MediaMath, The Trade Desk, DoubleClick Bid Manager, AOL, Yahoo Ad Exchange, ApNexus, TubeMogul and others as a DSP tapped into The Exchange Lab’s marketplace.

In conjunction with its partnership with Turn -- which brings its DSP roster to 10 -- The Exchange Lab has launched “Proteus,” a programmatic ad platform that lets marketers tap into any of the DSPs The Exchange Lab is partnered with. The company intends to add additional DSP partners by the end of the year, per a release.

James Aitken, co-founder and CEO of The Exchange Lab, said in a statement that the company modeled Proteus “on the financial trading platforms used by banks,” which again brings up the analogy linking Madison Ave (and its programmatic trading practices) to Wall Street’s high-speed trading platforms.

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