Xchange Media Buying Service Launches

For marketers, buying online ad space can be a trying experience. Especially for new online marketers. A new service from Catalyst:SF could make the online ad space a more user friendly experience by allowing advertisers to conduct campaigns on several different advertising exchanges.

by Kristina Knight

"[I]f used properly [advertising exchanges] can result in the acquisition of brand-safe, premium inventory at below-market prices,” says Cory Treffiletti, Catalyst:SF’s President and Managing Partner. “Catalyst:SF Xchange Media Buying Service [factors] in brand strategy and campaign goals, brand standards and content appropriateness, methodologies for both direct response and brand initiatives and insights from past and current online efforts."

Some of the targeting capabilities of the new platform are unique for marketers. Because the Xchange Media Buying Service has built a relationship with several other ad exchanges, they can determine which ad exchange is the right fit for a marketing campaign before the buy is placed. In this way, marketers have a better chance of attracting their prime user-base from the start.

Advertising exchanges are an increasingly popular way of buying online advertising space. Ad exchanges offer the ability of purchasing ad space across multiple publisher or content websites with a single buy. Campaigns can be targeted according to behavior, demographic and geographic user information.