Casale Media has debuted casaleX, a real-time bidding offering that gives select demand-side platforms and agency trading desks exclusive access to premium inventory from online publishers. casaleX
sources above-the-fold impressions with specific placements, giving publishers maximum control over ad campaigns.
So Casale, which owns no inventory, is making their inventory on RTB basis available now?
How is that different from the other 100 exchanges who do nothing more than buy from other exchanges (ContextWeb, et al.), mark up the inventory, then make it available on their exchange?
How many exchanges can buy from each other and make it available to advertisers.
This is no different from the advent of networks (too many, buying from each other, marking up by 50%-75%, and reselling). The real losers here are the Publishers and Advertisers.
Wasn't the promise of RTB and exchange buying to cut out the middlemen?
Just asking...
Michael, I would love the opportunity to discuss how casaleX operates. I think we could help Quadrant One, much like other media companies maximize their exposure to premium demand via RTB. We operate transparently with respect to the manor in which we monetize our publishers inventory and we do not buy from indirect channels of supply (other exchanges, ad networks, brokers) and we have been one of the loudest voices against the practice. For this offering, we leveraged our existing platform and infrastructure to make the RTB channel appear with exacting controls over the manor in which a publisher can leverage the new demand channel. However, this technology can be available as a back end for a company like Quadrant One.