• by Ray Schultz , September 15, 2022

Minute Media, publisher of The Players' Tribune, FanSided, 90min, DBLTAP, Mental Floss and The Big Lead, has launched a supply-side platform to connect publishers and brands working within the programmatic advertising ecosystem. 

 “As a publisher ourselves now with six properties, we created our own SSP so that other publishers can access Minute Media’s ad stack and direct demand across display, video, app and CTV,” states Tom Webster, executive vice president, Global Publisher Platforms at Minute Media. 

Webster adds, “Built on our experience developing in-house video technology, strong direct relationships with advertisers and publishers, our global sales team indicated that a Minute Media SSP was a clear opportunity for growth." 

Minute Media’s SSP integrates with Voltax, the firm’s video and multimedia publishing-as-a-service platform. It also can be integrated with third-party video players, demand wrappers, and large DSPs connecting directly or via programmatic infrastructure provider, BidSwitch.

The SSP, which was tried during a soft launch by over 50 publishers and 12 programmatic buyers,  leverages machine learning, dynamic floor pricing, yield maximization, and intelligent real-time supply path optimization, the company says. The goal is to provide a more efficient and direct link between publishers and programmatic advertisers. 

Clients can use it in every channel and format, including client-side prebid across web display and video and oRTB spanning CTV and native applications.