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BizReport : Advertising archives : May 04, 2010

Mpire partnerships add transparency to video, display and DSP space

Ad verification hub Mpire has partnered with three large hubs to ensure more transparency in the online marketplace. Beginning this week, they are partnering with video network Digital Broadcasting Group, display ad network Dedicated Media and demand-side platform (DSP) to help verify traffic for advertisers. The hubs will be using Mpire's AdXpose platform.

by Kristina Knight

"AdXpose has evolved beyond a simple verification point solution into a powerful analytics platform whose optimization, user engagement and fraud prevention data can help...agencies, publishers and ad servers to DSPs...create great value for their constituents," said Kirby Winfield, Mpire president and CRO.

Mpire's AdXpose platform gives marketers more in-depth reporting by identifying, audinting and reporting on campaigns in the video, display and DSP space to help improve overall campaign ROI. The platform uses real-time information to optimize ads and verify traffic within the network.

"Advertisers are requiring deeper, more granular visibility across their network partners and scrutinizing video campaigns under the same microscope as display ads, requesting verification and performance data to ensure the greatest possible ROI for their media dollar," said Damon Bethel, EVP, Strategic Planning and Business Development at DBG. "Not only does AdXpose identify, audit and report on our clients' video campaigns, the deep analytical data it provides empowers us to have more meaningful conversations with our trafficking partners on how to constantly improve campaign performance, and extrapolate compelling data points and insights to pass along to our clients."

How important is real-time information? By receiving information on changing traffic patterns immediately marketers have a better chance of detecting fraud more quickly. Also, knowing how consumers are interacting with content at that moment helps brands to deliver more engaging ads and information to consumers at the moment of interest.

Mpire's platform is set to be certified by DoubleClick for Publishers this week.

Tags: display ads, DSP advertising, Mpire, online advertising, video advertising

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