Carlo Bertozzi is the CEO of Longtail. Here he talks about why the launch of bidr, Longtail's new ad trading desk, fills a gap for advertisers in the Australian marketplace. He discusses how RTB will bring greater scale and efficiency to the Australian market and how its commitment to a completely transparent ad trading model allows Longtail to focus on the core business of driving acquisition and conversion in the audience-buying space.
Could you give a bit of background on how the idea for bidr (an independent ad trading platform) evolved and its offering in Australia?
The idea for bidr evolved very early in the genesis of Longtail – we have always had a highly developed media and ad technology focus but the development RTB and exchange trading really allowed us to open up the strategies and develop them on a larger scale.
The holistic view of a clients data across multiple exchanges provides a powerful platform if you know how to exploit it. We’ve developed proprietary analytical and targeting analysis that allows us to build successful, sustainable acquisition and data strategies, making the most of the DSP platforms.
LightBoxTV, the platform redefining TV campaign workflows, has partnered with Vevo, the world’s leading music…
In today’s Digest, Google agrees to a $1.4bn settlement in Texas over privacy lawsuits, UK…
A new study conducted by Picnic in partnership with media agency the7Stars has revealed that…
Adform, the most powerful and safe media buying platform built for game changers, celebrates today…
Opti Digital, a premium ad revenue platform, unveils a new brand identity that embodies its…
In today’s Digest, Ireland pushes for Big Tech to vet financial ads, Warner Bros. Discovery…