Many of you are witness to a shift in the world of online advertising that sees ad networks being replaced by programmatic buying technologies like real-time bidding (RTB) and private exchanges. Technologies like these deliver greater return to both advertisers and publishers by enabling them to connect directly to each other. Advertisers set a price for what they’re willing to pay to access a publisher’s audience, and publishers gain greater control over their inventory while at the same time exposing it to a larger pool of demand sources. RTB is what enables this interaction between advertiser and publisher to take place.
Publishers are the core of our business, and because of that we are constantly looking for new ways to deliver higher CPMs and fill rates. When it comes to RTB, the more DSPs we integrate with, the more access brand advertisers have to our publishers’ inventory. The more demand from brand advertisers, the higher the return we can deliver to publishers.
Today we are pleased to announce our latest RTB integration with XA.net, our newest partner. The partnership with XA.net comes on the heels of a handful of other recent integrations with industry-leading DSPs including MediaMath, m6d, Chango, and MyBuys. With these and many more planned for the coming months, publishers should continue to see higher returns from Lijit’s online advertising services.