Facilitate Digital Clients Gain Access to First Advertising Futures Exchange
NEW YORK - MASS Exchange announced a key strategic multi-year alliance with Facilitate Digital Holdings Limited to design, build and operate a user interface that will enable customers of Facilitate Digital’s Symphony workflow solution to buy and sell in MASS Exchange’s electronic marketplace for programmatic media futures across all addressable advertising, starting with digital display.
MASS Exchange is the first and only advertising futures exchange offering media buyers and sellers true price discovery, two-sided market-based pricing, execution and settlement in a single, scalable, global platform for all addressable advertising.
The exchange provides buyers and sellers the ability to evaluate and agree to separate pricing of the display space and the audience attributes. The patented innovation is considered far superior to the one-sided, second-price auctions dominant among today’s ad exchanges and sell-side platforms, in which the auction process on perishable inventory tends to disproportionately push pricing downwards.
“When Facilitate Digital’s Symphony workflow toolset is integrated into our market, media buyers and sellers will have the freedom to choose an open and agnostic market as an alternative to RTB with highly granular accuracy relative to their desired pricing, targets and costs,” said Todd J. Broms, chairman and chief executive officer of MASS Exchange.
“With easy access to our market through existing infrastructure providers like Facilitate Digital, we expect media buyers and sellers will be compelled to use our patented processes to separately price the audience profile from the ad placement as part of the negotiation process. Having Facilitate Digital serve as a key distributor of the MASS Exchange assures that when we launch, we will launch with global scale on both the buy and sell sides of the industry,” Broms said.
Ben Dixon, acting chief executive officer of Facilitate Digital Holdings Limited, said “Facilitate Digital’s workflow tools, technologies and processes are currently deployed at top-tier media agencies across the globe, enabling program management of media placement. We consider the alliance with MASS Exchange a natural extension of our product offering. The multi-year agreement we have with MASS Exchange positions us to serve their markets as they expand beyond online display into other markets such as television and mobile.”
About MASS Exchange (www.MASSexchange.com)
MASS Exchange, a unit of Managed Audience Share Solutions LLC, was formed in 2010 to apply technology models used in the global financial markets to the more than $230 billion global addressable advertising markets. The company recently launched the world’s first programmatic media futures exchange designed to support multiple addressable advertising markets.
MASS Exchange’s technology is backed by a deep portfolio of issued and pending US and international patents. The patents provide for the operation of transparent, fair and efficient electronic advertising markets – and the trading processes required to create standardized advertising instruments. The exchange offers superior audience segment pricing – while providing optional anonymity to ensure that buyers’ and sellers’ advertising strategies are not exposed to the broader markets.
About Facilitate Digital (www.facilitatedigital.com)
Facilitate Digital is a leading independent global provider of digital marketing technology and services to the digital media sector. Established in 2001 and headquartered in Australia, Facilitate Digital has a global footprint spanning Sydney (HQ), Auckland, Shanghai, London, Stockholm, Hamburg and New York.
Facilitate Digital’s end-to-end trading, workflow, campaign execution and data intelligence platform delivers the simplicity, flexibility and integration required for its clients to profit and grow in a complex, rapidly-changing and hyper-competitive digital marketing environment.
Facilitate Digital’s clients include international media groups such as WPP, Omnicom, IPG and Publicis.