It looks like agency Empower’s involvement with the Cincinnati startup scene is paying off.
The agency has struck a partnership with programmatic startup Martin to deliver performance improvements for the agency’s in-house trading desk, which is branded ClearTrade.
Working together, Empower and the Martin team, embedded at Empower’s Cincinnati office, have developed software that adds client- and campaign-specific customization to programmatic buying. Among other things, it reduces third-party vendor fees.
The agency says the innovation is an alternative to one-size-fits-all bidding algorithms in DSPs. Clients now receive custom algorithms developed to their distinct business objectives.
Empower is based in the heart of Cincinnati’s startup scene and has been mentoring and investing in promising entrepreneurs within The Brandery, a nationally ranked accelerator.
Prior to striking the partnership, Empower served as a “champion” the Martin team, as well as other startups.
In 2020, Empower and Martin say they will take further steps to provide clients with improved transparency in programmatic media and further reduce ad-supply-chain fees.