ViDM launches Emerge Digital
Ventures in Digital Media (VIDM) has launched Emerge Digital, an independent advertising sales and data management technology provider.
The announcement:
ViDM (Ventures in Digital Media), the specialist in commercialising international advertising technologies, has today announced the launch of Emerge Digital, Asia Pacific’s first independent advertising sales and data management technology provider for premium digital publishers.
Emerge Digital has been founded to help Australian publishers achieve greater independence from international media platforms, gain back control of their audience data and ad inventory and enable access to innovative advertising technology products from international markets, such as the USA and Europe.
Emerge Digital today also launched Yield Connect, a private Sell-Side Platform (‘SSP’) that helps publishers optimise the yield of their display ad inventory using a private ad exchange solution customised to their needs.
Unintended leaks of audience data flow from Australian publishers’ sites through third party ad tags every day into the hands of ad networks that use it by targeting advertisers directly with a publisher’s audience data on cheaper inventory. As an in-house ad exchange, Yield Connect helps premium publishers prevent this and retain advertising budgets.
Angus McDonald, formerly with Yahoo!7, has been appointed Managing Director of Emerge Digital, and is responsible for leading the business from its Sydney-based HQ.
“We established Emerge Digital based upon three key pillars: to deliver independent and actionable data-driven insights; to provide innovative advertising technology solutions; and to support our solutions for premium publisher clients with local expertise and service,” said Angus McDonald, Managing Director at Emerge Digital.
“Yield Connect is a world-class private SSP that allows publishers to keep control of their most precious commodity – their audience data – compared to a global open exchange, which commoditises it. Emerge Digital is a solution that bridges the innovation gap by enabling publishers to maintain their competitive edge in a rapidly changing digital marketplace.”
Source: ViDM press release
