• June 13, 2008

Catalyst:SF, founded by John Durham and Cory Treffiletti, has launched Catalyst:SF Xchange Media Buying Service, a program that will develop and execute programs with a number of the major ad exchanges including AdBrite, Contextweb's ADSDAQ and Right Media.

"Ad exchanges are gathering momentum and if used properly can result in the acquisition of brand-safe, premium inventory at below-market prices," said Treffiletti, Catalyst:SF's president and managing partner. "Catalyst:SF Xchange Media Buying Service takes a strategic approach to exchange buying, factoring in brand strategy and campaign goals, brand standards and content appropriateness, methodologies for both direct response and brand initiatives and insights from past and current online efforts."

There are no favored publishers, technologies or behavioral data sets, added John Durham, Catalyst:SF CEO and managing partner. "As a result, all vendors compete on a level playing field. In addition, we have deep partnerships with the leading exchanges so that when we identify the best exchanges for a marketing challenge, we can fully leverage the capabilities of that set of partners."

Catalyst:SF Xchange Media Buying Service will shorten time to market for clients, executing exchange buys and trafficking in as little as two weeks. The service leverages constant dynamic testing to drive continuous campaign improvement as more precise targeting methodologies emerge, and doesn't require that the client have direct knowledge of how to utilize these systems because Catalyst:SF's team will handle it.

--Tanya Irwin