In a release today, AdMeld announced “the introduction of Real Time Bidding (RTB) capabilities in the United Kingdom” through its partners AdJug, AppNexus, Infectious Digital, Invite Media and MediaMath. Read more.
AdExchanger.com corresponded with AdMeld CEO Michael Barrett about the news …
AdExchanger.com: Are you aggregating UK publishers and selling their inventory? Or, are you selling UK audience from non-UK publishers – primarily U.S. publishers I would assume? Please explain.
MB: Both. We’re giving any premium publisher with an audience in the UK the ability to monetize that inventory via RTB.
AdExchanger.com: What special challenge(s) does the UK present AdMeld? (i.e. There are many ad networks on a percentage basis of inventory in comparison to the U.S.; skepticism about yield optimizers; they’re used to networks, etc.)
MB: We’ve been extremely encouraged by the interest in our service in the UK. In an environment where, as you said, there are so many sources of demand, premium publishers are looking for ways to connect efficiently and safely with the best of them, and AdMeld saves them a great deal of time and effort doing that. One of the keys to what we do is giving publishers more options and more control of their ad inventory—and RTB is a natural extension of that.
By John Ebbert