SouthernX is a recently launched local private ad exchange that went live a month ago with the intention of forming a coalition of local publishers and creating a media marketplace.
“We’ve kicked off with limited inventory from The SpaceStation (who represent more than 60 of Africa’s favourite web and mobile sites) and the JunkMail Group (which includes JobMail, JunkMail and Automart) and we are piloting the system to ensure that publishers get premium floor rates for verified inventory and advertisers get brand safety,” says MD Paula Raubenheimer.
“RTB buying has been somewhat plagued by fraud and the technology is immensely expensive for most advertisers. Our service focuses on South and Sub-Saharan African needs and we’ve learnt from mistakes made by other publisher coalitions in France and Canada, so hope to be leapfrogging South Africa forward to a sustainable model that sells out inventory without compromising on yield. We are by no means a once size fits all solution for publishers, our aim is to consult with publishers to create the best RTB solution to suit their needs.”
Partnered with AppNexus technology, SouthernX falls under the formidable WPP umbrella and has customised the platform to allow both publishers and buyers to intelligently sell and buy with custom categorisation, rules of engagement for sale and purchase, granulated targeting, reporting and hands-on support.
It is providing on-site training and guidance for both publishers and advertisers to ensure that they maximise efficiency from the marketplace and buyers reach the local eyeballs they require.
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