• by Val Brickates Kennedy , April 17, 2014

Programmatic continues to gain traction in the Bay State.

Boston start-up BuySellAds has scored a programmatic media-planning deal with U.K.-based Kantar Media.

Under the deal, BuySellAds' ad inventory will be published on Kantar's SRDS.com subscription-based media-planning platform, which is used by more than 1,000 media agencies. Media planners will be able to buy ads directly from BuySellAds' marketplace using a programmatic insertion order system.

"The synchronization of BuySellAds' publisher inventory to third-party buying and planning tools is the next logical step in solidifying BuySellAds as a 'central hub' for publishers to manage their directly sold digital ad inventory," the companies said. 

BuySellAds is one of several programmatic ad tech firms that have recently signed on to be part of Kantar's SRDS service. 

Boston Tech Fun Fact: BuySellAds was a 2010 finalist in the 2010 MITX Technology Awards.