Wall Street traders have their "Bloomberg terminals" -- and now Madison Avenue's have their AdFin dashboards. Taking yet another page out of the financial industry’s trading systems, a team of ad technology vets are launching a new kind of data management platform -- not one that organizes data on audience attributes, per se, but on the supply-and-demand associated with the buyers and sellers trading them in real-time.
The team, led by former PubMatic Chief Revenue Officer Jeanne Houweling and former AdMeld developer Milosz Tanski, includes a list of backers and advisors including former Thomson Reuters CEO Tom Glocer, and already has at least two media buyers -- MDC Partners trading desk Varick Media Management and independent media shop Crossmedia -- as clients, as well as two DSPs: OwnerIQ and Enage:BDR.
The goal of the platform is to tape open-market data from exchanges and real-time bidding systems to provide “transparency” on what the real-time supply-and-demand of audience inventories are trading at. Not surprisingly, the dashboard looks a lot like Wall Street’s with market indices and tickers reflecting trades for various online audience segments.
AdFin’s goal is to remain neutral, providing equal access to the buy- and sell-sides of the online trading marketplace in a way that’s similar to Wall Street market data suppliers such as Bloomberg, Dow Jones & Co. and Reuters.
“AdFin’s offering aligns very well with our approach to RTB, programmatic media, and data insights here at VMM,” says Keith Gooberman, vice president-trading and platform operations at VMM.
Gooberman says AdFin is a logical next step for the programmatic marketplace, giving traders on both sides of the bidding table the ability to have a common yardstick for basing their decisions.“We provide our traders with all available tools in the market into dissecting exactly what impressions they are buying. AdFin’s fast processing along with clean [user interface] allows the traders to exploit all canyons in the exchange. At scale, with ease.”