ENGINE Media Exchange (EMX), a leading SSP and end-to-end technology solution, and Audigent, the leading data activation, curation, and identity company, have teamed-up to expand the first-party data capabilities of EMX’s Data Connected Marketplace. As a result, digital media buyers using EMX’s SSP will benefit from Audigent’s SmartPMP product, which leverages inventory and data from established publisher and data partners. Audigent also provides digital media buyers with capabilities to optimize during campaigns which allows for continuous improvement.
As a preferred SSP of Audigent’s SmartPMP product, EMX provides greater audience lift, targeting, scale and delivery. EMX’s data-connected marketplace has proven to drive 2x lift in audience reach.
Michael Zacharski, CEO of ENGINE Media Exchange (EMX), said, “The cookieless future is powered by new ways of thinking about data, and EMX is prepared with our expansion of the Data Connected Marketplace with Audigent’s leading identifiers. Our partnership also reinforces our commitment to provide media buyers with greater fidelity, accuracy, and visibility in ad targeting.”
EMX’s Data Connected Marketplace shifts data application to the SSP and provides buyers a self-serve audience builder tool that provides forecasting and full visibility into addressable inventory and pricing. Included in a campaign as a single deal ID, Audigent’s Smart PMPs enable the projection of audience scale and direct supply-path optimizations, streamlining the buying process. With the integration of Audigent data, EMX Data Connected Marketplace will now provide buyers with more value and flexibility.
Greg Langer, Director, Programmatic Supply, Havas Media, said, “Leveraging unique data through Audigent’s SmartPMP product in combination with ENGINE Media Exchange’s direct-to-publisher marketplace has enabled more efficient and impactful audience executions at scale for our campaigns.”
Greg Williams, President, Audigent, said, “The future of programmatic is the simultaneous curation of media and data. With EMX, we will be able to bring curation to life with the incredible breadth of premium supply. Built on our Hadron identity – these are solutions that will drive value now and continue to perform into the cookieless future.”
As an independent end-to-end programmatic solution, EMX has invested in creating technology that solves key issues that have challenged the industry. Historically, private marketplaces have been owned by DSPs and built on cookies, requiring triangulation between data platforms, SSPs and DSPs making PMPs traditionally unreliable prior to launch in terms of scale. EMX Data Connected Marketplace is not reliant on cookies and offers brands self-serve forecasting tools that provide buyers confidence in cross-channel PMP performance.
EMX Data Connected Marketplace is one of several recent products EMX has launched as it has shifted to a cookieless business model, including Device Graph+ and Exchange BI.