In the few years since we first launched the Opera Mediaworks Ad Exchange (OMAX) we’ve grown tremendously, now handling billions of daily requests across more than 18,000 mobile apps and sites. As our volume has increased, we’ve taken significant strides to add valuable features for our demand-side partners to drive significant value from the marketplace.
Our focus in the past year has been around private marketplaces, which are “walled garden” agreements in which premium inventory is made available and searchable to approved and certified demand partners who buy high-value, brand safe pre-auction packages.
Here are some of the key offerings for demand partners to consider as they look at the best ways to reach their client’s objectives.
1. Location-based targeting to drive purchase
Leading retailers, brand and agency buyers are now utilizing more “proximity marketing” to close that essential last gap between the customer and the point of sale.
To meet this demand, we have actively been growing our high-quality location-aware inventory across our premium, tier 1 mobile publisher partners – and making this private, location-based marketplace programmatically available to approved and certified demand partners.
Now, media buyers and brands have the ability to target consumers in real-time, delivering a highly-engaging ad experience to drive customers down the path to purchase.
2. Buy audiences, not inventory
Another key trend we’ve seen is how publishers and media buyers are moving toward audience buying. We recently released a study that revealed that in some regions as much as 85 percent of advertisers were creating unique audience segments for their campaigns.
That study was cited by eMarketer as part of a larger report on the interest in audience buying on mobile, and they noted that 3 out of 4 digital media and marketing professionals said they targeted ads to specific audience segments on smartphones.
Good news for those marketers: with the Opera Mediaworks’ AMP (Audience Management Platform) solution, we offer IAB audience segments, as well as custom audience segments to demand partners interested in buying mobile audiences at scale across OMAX trusted, brand-safe and premium, tier 1 sites and apps.
3. A mobile native ad exchange, with proven success in 2015
Earlier this year, we announced the launch of our global premium native ad exchange, gaining the attention of mobile media buyers, as well as the trade media. (See coverage in MediaPost and AdExchanger.)
Since then, we have provided both direct response and native brand placements to a slew of customers and have seen great success in maximizing ad revenue for a large set of our premium publishing partners.
Now media buyers and brands can connect programmatically into brand-safe native inventory from partners participating in our native marketplaces.
“We’ve already shown publishers the immense scale of the Opera Mediaworks platform, across core mobile markets,” remarks Wouter Jean-Paul Vermeulen, Senior Director, Global Platform Sales & Product Marketing. “Location, audience and native are highly desired marketplaces for our demand-side partners; they are not just a trend. OMAX offers them all.”
For more information or to setup a meeting to discuss demand opportunities, contact the Opera Mediaworks platform sales team firstname.lastname@example.org.
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