Programmatic vendor MediaMath on Monday announced the integration of Google DoubleClick Ad Exchange (AdX)’s Programmatic Guaranteed product. MediaMath said it is the first external programmatic technology partner to integrate with AdX.
MediaMath’s new integration with Google’s Programmatic Guaranteed allows marketers to negotiate valuable inventory from more than 500 publishers. It also means they inch closer to using programmatic for all their media buys.
In addition, advertisers can find new ways to procure inventory through direct deals efficiency and at scale, without sacrificing inventory quality.
Tanuj Joshi, VP, media partnerships, MediaMath, told Real-Time Daily via email: “It’s a significant step toward enabling our customers in all of our regions to further optimize their programmatic advertising workflow and processes, including consolidated reporting and billing, moving away from the insertion order payment system."
He added that access to AdX’s premium inventory supply, "enables our customers to better focus improving their marketing investment."