ArcSpan Technologies has launched a tool the company says can help publishers monetize their direct sold and programmatic ad deals.
The new tool, called ArcSpan AMS, is a first-party data management platform (DMP) for large and mid-sized advertising-driven publishers.
ArcSpan AMS can operate as a standalone DMP or can be configured with a company’s existing data tech.
The goal is to help publishers who feel their existing technology fails to meet their monetization priorities for direct-sold and programmatic advertising.
“Publishers are frustrated seeing that their adtech processes often result in as much as 70% of their audiences left unaddressable to support potential buyer demand,” says Arthur Muldoon, CEO and co-founder of ArcSpan.
ArcSpan AMS delivers audience addressability and monetization tools to address these issues, the company says.
According to ArcSpan, AMS provides these capabilities:
“The transition towards first-party data places publishers at a revenue crossroads which presents an opportunity,” adds Garret Vreeland, chief commercial officer and co-founder of ArcSpan. “Legacy DMPs and revenue ops technology have not kept pace with where the industry is headed.”