• by Ray Schultz , April 24, 2024

Two tech companies are joining forces to help demand side platforms (DSPs) to boost advertising campaigns. 

The firms are Axis Technologies, an AI-powered programmatic platform that streamlines connections between suppliers and advertisers, and Lemma Technologies, an omnichannel supply side platform (SSP) for emerging formats.

The goal is to boost the effectiveness of advertising and help brands build engagement, especially in the emerging media space, the firms say.  

The arrangement will bring benefits including wider qualitative geographical targeting, and a more diverse range of ad formats, the companies claim. 

“By leveraging Lemma SSP’s cutting-edge technology and extensive reach, we are equipping our DSP partners with the tools and resources they need to thrive in today’s competitive ad tech landscape,” says Ann Tarasewicz, CEO, Axis.

“In the ever-evolving landscape of advertising technology, partnerships are key to driving progress and meeting the diverse needs of advertisers and brands,” notes Sabarish Pillai, global VP programmatic, Lemma.