Over 100 business-to-business brands are using digital solutions from BPA Media Exchange, an online private marketplace for automated sales of B2B media and digital marketing products, since it relaunched as an upgraded platform this summer.
BPA Media Exchange is owned by BPA Worldwide, a not-for-profit auditor of audience claims of B2B and consumer magazines, as well as a provider of media audit services.
B2B publishers using BPA Media Exchange include BNP Media, Hart Energy, Stamats and Foodservice Equipment Source, as well as publishers serving industry sectors like construction, engineering, healthcare and food services.
“Over the past few months, dozens of B2B publishers have told us they are experiencing declines in digital revenue and they want new capabilities without financial commitments,” stated Scott Roulet, vice president, B2B Media Exchange. “Publishers are beginning to understand that programmatic goes beyond monetizing unsold inventory and they need a flexible platform that supports a suite of capabilities.”
Roulet anticipates the number of websites participating in the Media Exchange could double by the end of June 2019.
“B2B publishers have to face the fact that programmatic advertising is here, and marketers and agencies are asking for it,” he added.
Tagg Henderson, co-CEO, BNP Media, said while “advertisers value our audience,” inventory on many of its websites is limited.
“The Media Exchange gives us a favorable business model for today’s ad technology to target our audience across the web,” Henderson stated.
BPA’s Media Exchange is powered by 33Across, which manages the monetization of ad inventory for publisher-sold campaigns and third-party demand for unsold inventory.
The 33Across platform packages available inventory into scalable private marketplaces with other audited websites and commands premium rates in comparison to open real-time bidding advertising.
Publishers can also use the platform to add high-impact ad formats created by 33Across to increase their inventory. It also introduced third-party sales channels to sell to DSPs and agencies/marketers.
Most of the participating BPA Media Exchange publishers are using Bombora as well, an audience platform that provides B2B demographic, intent and company affiliation data.