Sonobi, a leading independent provider of quality, premium digital inventory, today introduces guaranteed targeting on display campaigns through its JetStream platform. The announcement will be made at Sonobi’s annual “Premium Programmatic 360” conference in New York, where industry leaders and colleagues from major brands, agencies, and publishers will discuss issues and opportunities in programmatic.
“In the US, only 28% of forecasted 2015 total digital ad spend is expected to be executed using data-enabled media buying”
“In the US, only 28% of forecasted 2015 total digital ad spend is expected to be executed using data-enabled media buying,” said John Donahue, Chief Product Officer at Sonobi. “This leaves the majority of digital marketing dollars being spent on undefined users, especially across display. Solving this requires technology that empowers sell-side clients to ensure buyers are able to identify and guarantee desired audiences on quality content, as seen across traditional media.”
To address challenges faced by both advertisers and content publishers in today’s media activation process, Sonobi announces that buyers and sellers are now able to take advantage of a technology that offers end-to-end media planning and procurement tools. It works by delivering the ability to validate, propose, manage, and report across programmatic RTB, Private Marketplace, and Guaranteed media ecosystem, from directly within its JetStream ™ platform.
In addition, Sonobi announces two key demand clients in media agency Merkle and leading ad software company MediaMath. Both companies are committed to integrating with Sonobi’s JetStream platform, including key features within their demand platforms that will deliver audience guarantee to their respective advertising clients.
“Managing the planning, discovery, and execution of audience and content, and doing so at scale, is fundamental for executing a successful digital marketing strategy,” said Greg Williams, Co-Founder, SVP Global Partnerships, MediaMath. “By introducing Sonobi’s Audience Guarantees within our TerminalOne Marketing Operating System™, marketers are able to extend the value prop of programmatic into the full media plan, managing their media mix against goals with greater transparency and control.”
John Lee, EVP, Chief Strategy Officer at Merkle, the nation’s largest independent agency, noted:
“At Merkle, we are excited to partner with Sonobi and integrate them into MerkleOne to power a comprehensive and streamlined solution for people based planning, targeting and execution against blue chip premium media. This partnership ensures that MerkleOne will proactively secure core consumer share-of-voice on premium publications our clients favor most.”