We are excited about this new feature for three big reasons:
Increased Scale: The [x+1] Private Marketplace gives advertisers at-scale access to new and premium inventory that is not available through open auction on exchanges or supply-side platforms (SSPs). This extends the audience buying capabilities and retargeting tactics - along with all of the Origin DSP’s advanced targeting, optimization and analytics features – to additional inventory pools
Increased Control: In addition to the robust set of inventory controls currently offered in our Origin DSP, the [x+1] Private Marketplace gives advertisers the opportunity to handpick the most appropriate sites and inventory characteristics – and to receive bid requests only for the impressions that meet their requirements. This provides an additional layer of brand safety and a new opportunity to combine the optimization and targeting capabilities of programmatic buying with the control of direct-to-publisher buys.
Extension of our Unified Media Platform: The addition of Private Marketplaces to the Origin platform provides advertisers another avenue to set-up, manage, track and optimize their media plans. This further simplifies campaign workflows, and, most importantly, ensures that the optimal offer is served to their customers and prospects at every opportunity
The [x+1] Private Marketplace is one of many ways we are working to expand the available inventory, brand safety controls, optimization options and analytics in our Origin Media DSP. Stay tuned in the coming months as we continue to roll out new features and offerings across the full range of [x+1] platforms and products to ensure the right offer is delivered to the right customer through the most appropriate touchpoint for every interaction.