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BizReport : Advertising archives : May 16, 2012

Bizo launches real time bidding option BAX

A new offering to the real time bidding (RTB) space will enable agency buys to a premium business audience. From Bizo, the Business Audience Exchange (BAX) system was created to work with Bizo's Premium Business Audience Network as a real time option.

by Kristina Knight

More than 1,000 business-centric publishers have inventory in the exchange. Early adopters of the platform in beta include Turn and AppNexus, both of which note the access to premium ad inventory as a key selling point.

"We've had considerable demand from our advertisers and partners to tap into this premium inventory through RTB, so we are excited for this launch and anticipate continued strong demand and results from BAX for our advertisers and publisher partners," said Russell Glass, Bizo CEO.

Real time bidding offers advertisers more flexibility and better budgeting components for the online space. In addition to the targeting options available for online ad options, RTB creates a more economic solution. The BAX platform pushes past other RTB options by offering media buyers premium ad inventory and offers blind access to maintain publisher integrity.

"We focus on trying to make it easier for marketers to reach their targeted business audiences and with the launch of BAX, now they have more choice," said Chris Mann, Bizo's VP of product management. "Advertisers can come to Bizo and buy our data and inventory directly, they can bid on our data and inventory through RTB, or they can do both. Depending on their goals, we can deliver the right solution."

The BAX platform is set up to deal with both B2B and B2C campaigns.

Tags: advertising tools, BAX, Bizo, online advertising, real time bidding, RTB

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