Dailymotion Unveils Private Ad Exchange

/ Sep 26, 2014

FRANCE DAILYMOTION

Dailymotion has launched a new private marketplace for advertisers to execute programmatic buys of inventory on the video site, in all of its territories.

The Dailymotion Exchange, DMX for short, will allow buyers to bid on the site’s video inventory in real time, as well as purchase guaranteed volumes (via a “private deals” option).

“With four years of experience in providing programmatic video ads in different video marketplaces around the globe, Dailymotion Advertising is now providing a much more powerful offer, with unique targeting capabilities,” said Damien Pigasse, CRO of Dailymotion, in a statement.

Among these “advanced” targeting features are the ability to purchase by device type (including desktop, mobile, tablet, and connected TVs), contextual criteria (there are 10 “different thematic collections of premium inventory” from more than 45,000 content partners), and audience profile (including behavior, socio-demographic, and interest-based segments).

DMX has been rolled out globally since the beginning of the summer, and is now connected with most global DSPs, says Dailymotion. Overall, the exchange will give advertiser trading desks access to more than 1.5 billion monthly impressions of Dailymotion inventory.

The team operating the exchange spans 15 people, located in offices in Paris, New York, and Palo Alto. DMX technology partners include LiveRail on the supply side, and Krux for data management.

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