Ad exchange operator PulsePoint is trying to find a middle ground between private exchanges, which often require more scale than smaller publishers can manage, and real-time bidding (RTB) platforms, which tend to attract more performance marketers than brand campaigns. In its quest, PulsePoint began its partnership late last year with demand-side platform (DSP) MediaMath to offer narrow audience segments that can be combined with contextual targeting for what PulsePoint is calling its Custom Programmatic Solution (CPS).
"[This partnership is the] natural evolution of what we've been doing for the past two years," said PulsePoint CEO Sloan Gaon. "Programmatic advertising has won the battle when it comes to performance advertisers. This year, it's about winning the battle for brand advertisers. And that's where what we're aiming at."