Sonobi Introduces Guaranteed Audience Delivery

A new media standard that gives Publishers the ability to guarantee buys against the advertiser's audience

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Sep 30, 2014, 04:50 ET

NEW YORK, Sept. 30, 2014 /PRNewswire/ -- Sonobi, the premium publisher operating system (PubOS), has launched a new audience management tool called Reactive Segmenting. This innovation was built to meet the needs of the evolving data-enabled advertising marketplace and re-establish direct sales organizations as the conduit to the publisher's audience.

Utilizing Reactive Segmenting, the publisher is now able to identify, isolate, prioritize and guarantee the advertiser's desired audience. The protocol would enable buy-side decisioning on first party data via traditional media workflow or via the agency's trading desk.

This connection between buyers that decision on their data and sellers providing holistic access to their users results in an environment conducive to premium media transactions. To date, publishers have been unable to gain insight into the value of their individual users. Likewise, buyers have been restricted to accessing their audience across premium publisher's inventory through last-look, remnant points of entry. Through this new protocol, buyers and sellers can efficiently align the true value of programmatic transactions.

"Enabling the publisher to guarantee access to an advertiser's data is the foundation for the future growth of the programmatic market. Buyers can now connect with their audience across premium publishers with all of the expected components of a traditional media transaction such as guarantees, location targeting, and full transparency. Direct audience buying will be the start of a premium programmatic era, changing the perception of relative value for both the publisher and the advertiser," says Michael Connolly, founder and CEO, Sonobi.

Some of the publishers that have begun utilizing Reactive Segmenting include Hearst Corporation, Reader's Digest, CaféMom, and Intermarkets.

About Sonobi:
Sonobi is an ad technology company that provides online publishers and media companies with technology that optimizes revenue yield across the Programmatic and Direct revenue channels. The company's suite of products represent the advertising technology industry's leading Publisher Operating System. Sonobi serves over 500 publishers across the United States, Canada, and Latin America. From Sonobi's client facing user interface to our optimization algorithms, Sonobi's in-house engineering team produces all of their proprietary technology.

Media Contacts:

Allison Young
Marketing Specialist
Sonobi
[email protected]

SOURCE Sonobi