DENVER, January 26, 2016 – SpotX has partnered with zvelo to help power its Curated Marketplaces offering, which brings video ad buyers a way to buy cross-publisher inventory packaged into groups curated by category.
SpotX works with zvelo to ensure the brand safety and content quality of websites included on the company’s platform and marketplaces. Covering over 99.9% of the active Web, zvelo provides deep insight into the content and context of web pages in nearly 500 categories supporting over 200 languages.
Their sophisticated website analysis and categorization capabilities help build Curated Marketplaces, which then enable advertisers to reach target audiences across inventory categories, like sports or shopping-related content, in addition to ensuring messages are delivered in brand safe environments.
By classifying inventory into groups, SpotX allows advertisers to target their desired campaign audiences, and scale buys across publishers while at the same time ensure they’re not appearing on undesirable sites.
Curated Marketplaces are a new type of private marketplace pioneered by SpotX to package inventory from multiple publishers into groups based on common audience or content categories, demographic profiles or performance-based goals like viewability. The marketplace is presented to the buyer under a single Deal ID, increasing efficiencies for publishers and advertisers.
“Curated Marketplaces simplify the buy for advertisers by giving them access to the inventory they want in a more efficient manner,” said Kelly McMahon, VP of Demand Operations, at SpotX.
“We will begin using zvelo’s site categorization capabilities as part of our process in setting up Curated Marketplaces around categories like sports and shopping content. So, for example, if an advertiser wants to target outdoor sports enthusiasts with a specific offer, or tennis players with specific shoes, they can work with SpotX to find video ad space across premium publishers that hit these audiences within one Curated Marketplace.”
“We’re excited to work with SpotX to help deliver high quality, brand safe inventory to advertisers and also aid in the development of various Curated Marketplaces,” said Cordell BaanHofman from zvelo. “This is a unique way of using zvelo’s site categorization process to deliver even more value to advertisers.”
Curated Marketplaces can also be built to address specific advertiser needs, like viewability rates, audiences, device types or content categories, McMahon added.
“With brand safety a key concern for advertisers currently, the mechanism gives buyers the peace of mind that their messages will appear in relevant locations with brand appropriate placements.”
SpotX is a video inventory management platform for premium publishers and broadcasters, helping them manage all of their demand sources from one place, and monetize content across all screens. The SpotX platform offers publishers unprecedented transparency and insight, creating a safe, controlled environment that allows them to connect with advertisers, and achieve the highest revenue possible. Premium publishers and mobile app developers trust SpotX as the independent solution that helps them better understand the buying behavior of today’s leading brands and maximize inventory yield across private marketplace, programmatic direct and open marketplace deals. SpotX’s ad serving, leading programmatic technology, and open and extensible architecture help simplify the complex digital video ecosystem for global publishers. Headquartered in Denver, Colorado, SpotX also has offices in New York, San Francisco, London, Sydney, Amsterdam, Hamburg, Belfast and Singapore. In July 2014, leading European entertainment network RTL Group acquired a 65% stake in SpotX, which was founded by CEO Mike Shehan and CFO and COO, Steven Swoboda, in 2007. For updates, please follow SpotX @SpotX or visit www.spotxchange.com.
About zvelo, Inc.
As the proven market leader for content and contextual categorization, as well as malicious and botnet detection, zvelo is the trusted partner for the market’s preeminent ad tech, network security and mobile subscriber analytics vendors. zvelo solves a diverse range of client business needs including brand safety, web filtering, contextual targeting, subscriber analytics and ad fraud prevention. The processing power, accuracy, coverage and speed of zvelo technology delivers the fastest real-time updates available today.
zvelo (www.zvelo.com) is headquartered in Denver, Colorado with offices in the Philippines, Spain and Florida. You can follow them on Twitter at @zvelo.
Tammy Blythe Goodman