The Exchange Lab’s programmatic “marketplace,” which lets marketers tap into any of the demand-side platforms (DSPs) the London-based company is partnered with, continues to grow. The Exchange Lab on Wednesday announced it is now plugged into Adbrain’s DSP.
The Exchange Lab’s meta-DSP, called Proteus, now includes Adbrain, Turn, MediaMath, The Trade Desk, DoubleClick Bid Manager, AOL, Yahoo Ad Exchange, AppNexus, TubeMogul and others.
The partnership with Adbrain expands The Exchange Lab’s reach in the mobile world, as Adbrain’s tech is built around cross-device advertising. In a prepared statement, Chris Dobson, executive chairman of The Exchange Lab, said that a “major part of [The Exchange Lab’s] partnership strategy is to add specialist mobile DSPs to complement [its] existing portfolio.”