Harris Broadcast will provide media software solutions for placemedia Engage, a new ad exchange service that allows media buyers to purchase advertising via the web.
Harris Broadcast software will support the self-serve capability for automated ad buys and provide customizable business intelligence to placemedia for the evaluation and optimization of its business performance. placemedia offers media buyers the ability to buy linear TV inventory on an impression-based sales model versus relying on traditional ratings points negotiations for spot buys.
“placemedia delivers a next-generation model that gives operators a better platform for monetising TV advertising,” said Derek Mattsson, president of placemedia. “Harris Broadcast is at the core of this strategy, providing the front-end software and user interface to transact exchanges and a powerful tool to optimise performance for specific advertisers as well as the overall placemedia platform.”
Through a cloud-based advertising portal that enables the simplified buying and selling of rich media advertising, Harris Broadcast will offer an intuitive front-end interface to explore inventory, buy ads and manage purchases for broadcast, cable, satellite and IPTV operations. Harris Broadcast’s business intelligence software will separately provide analytics to help placemedia manage, analyze and distribute information.
placemedia said Harris Broadcast’s platform provides a simple and efficient user experience for media companies less familiar with online buying processes. The interface uses terminology and processes that are familiar to broadcast TV stations and cable networks.
“Linear TV advertising continues to become more data-intensive, and companies like placemedia need rich media software tools to assist in the monetisation and analysis of advertising,” said Scott Criley, director of media and workflow at Harris Broadcast. “Our platform provides placemedia’s customers with an easy-to-use tool for the purchase of impression-based inventory while NetGain enables placemedia to manage and analyze vast amounts of data coming into the placemedia advertising portal, providing tools to effectively manage that data and make it actionable.”