24/7 Media, WPP’s marketing technology company, and Microsoft Advertising have teamed up, offering a combination of their ad technologies to their clients.
The deal will see the Microsoft Advertising Exchange will become the exclusive third-party ad exchange offered by Real Media Group, a business unit of 24/7 Media, to its 24/7 Open AdStream clients.
In addition, the Microsoft Media Network will become the only non-WPP demand source granted programmatic access to Real Media Group’s premium inventory.
Meanwhile, 24/7 Connect, a new tool to automate media planning, will include the full catalogue of Microsoft’s ad offerings.
Microsoft, 24/7 Media, and WPP are also expanding their existing relationship around Microsoft’s Atlas ad server, which is a preferred ad server of WPP.
“This is an exciting day for 24/7 Media, WPP and our clients globally,” said David J. Moore, Chairman and CEO of 24/7 Media. “In partnering with Microsoft, one of our largest and most strategic clients, we are creating a very powerful suite of capabilities that rivals any other offering available today in digital marketing.”
“We’re very pleased to be able to strike this partnership with 24/7,” said Rik van der Kooi, Corporate Vice President of Microsoft Advertising. “Our mission is to provide extraordinary experiences for consumers and effective solutions for our digital marketing partners. Marketers are telling us they need to get their hands on premium quality inventory at-scale by reducing friction, which is what this deal will do. And unlocking new demand for publishers’ inventory through our Exchange will similarly create new value in the market.”
http://advertising.microsoft.com