Atex has built software from Finnish developer Enreach into a new product to help publishers increase digital ad sales.
The new Atex Enreach is an audience-selling platform providing tools to collect, enrich and segment audience data, sell targetted audience campaigns and guaranteed ad placements programmatically.
It also includes built-in audience inventory forecasting and reservation capabilities. Click-rates, view times and other engagement details are analysed in real-time, helping users understand and segment audiences and optimise campaigns.
The platform integrates with the publisher’s primary ad server, complementing it with tools for audience profiling – including online and offline data – to provide an intuitive and streamlined sales workflow. Atex chief innovation officer David Montgomery says these audience data tools go beyond conventional data management platform (DMP) functionality, and are designed for premium publishers with strong direct sales teams engaged in brand advertising.
The technology comes from three-year-old Enreach, which has offices in Helsinki, Stockholm and London, and has many of the world’s most innovative online publishers as its clients. These include MTV Media, Sanoma, Bonnier, Egmont, Alma Media and Aftonbladet.
At MTV, head of online solutions Pasi Raassina says its use has completely revolutionised the way sales teams and agency clients interface with their digital advertising. “We are now offering our advertisers guaranteed audiences together with audience intelligence, not just display space,” he says.