Adslot claims breakthrough in Australian automated guaranteed trading with Symphony platform

Australian ad tech firm Adslot claims to have cut the time needed to trade premium inventory for media owners and clients with its new Symphony product.

The release:

Adslot Limited (ASX: ADJ) (“Adslot”), the world leader in automated guaranteed media trading technology, recently announced the successful launch of a major upgrade to its integration with Symphony, its fully proprietary market leading workflow technology for tier one agencies globally.

The issues that plague the digital media industry are well known; inefficient, manual, highly iterative. Adslot’s vision is to bring supply and demand together to trade premium digital media efficiently, at scale.

More than 800 premium publishers are already signed to Adslot’s platform globally including some of the biggest brands in digital media. In Australia, clients include the likes of News Corp, Fairfax, BBC, and Mediamotive. Major agency groups such as groupm, Omnicom and Publicis – place in excess of $AUD 500 million in media billings per year via Symphony.

The integration between these two platforms means that, for the first time in the history of Australian advertising, a digital media transaction that would previously have taken days or sometimes even weeks to process can now be executed in minutes. This is groundbreaking technology and it is home grown.

“This launch represents a major and compelling enhancement to our platform for media agencies and advertisers alike”, said Adslot CEO, Ian Lowe.

Automated Guaranteed has the ability to drive huge efficiencies for both buyers and sellers – enabling them to think both more creatively and strategically, and adding more value for their clients’ businesses generally. It’s for this reason that the sector is forecast to grow to $4.4b by 2018*.

The enhanced integration of Adslot will allow Adslot publisher customers to present their inventory directly into the trading workflow of media agencies using Symphony. Agencies then include this inventory in a campaign schedule, check its availability in real time, and buy it.

“What was previously a manual, iterative and time intensive process that took days, can now be done in seconds”, said Lowe.

“The Adslot-Symphony integration creates the first direct, real time connection between the key technology platforms agencies and publishers both rely on (such as ad servers and finance systems); and it brings supply of advertising inventory and demand from advertisers together within a single platform, at scale.”

Automated Guaranteed is already growing rapidly in other markets; particularly in the ‘early adopter’ US market. Australia however is right on US heels. With the largest agency groups and largest publisher brands at the table being serviced and supported by an Australian technology company,Australia is extremely well positioned to become a global leader at the vanguard of innovation in digital media trading.

*Source: IDC 2014

Source: AdSlot press release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.