JUICE Mobile today announced the launch of Nectar® Futures - the industry’s first futures market designed for mobile advertising – thereby empowering advertisers to secure premium, guaranteed mobile inventory for the future. With Nectar® Futures, advertisers are guaranteed premium mobile inventory across multiple formats, and publishers gain new revenue from upfront buys and control over their sales. Nectar® Futures complements Real Time Buying (RTB), individual guaranteed Programmatic Direct (PD) buys (available through Nectar® Direct) and traditional Direct Sales. JUICE Mobile’s move fills a long-standing gap, allowing buyers to minimize cost, delivery and quality risks inherent in the real-time exchanges.
“The RTB market is great when you want to buy an impression for ‘right now,’ but when you are planning for tent pole events such as the Back to School season or Black Friday, and everyone wants the same inventory as you, the price goes up and supply gets scarce,” says Neil Sweeney, CEO of JUICE Mobile. “Nectar® Futures allows you to hedge your bets and mitigate these risks. We’ve been running this product in beta with clients and publishers since Q3 and now we’re offering this advantage to our clients.”
See article on this issue in more detail here: The Coming Inventory Supply Crunch.
The Nectar® platform is used by all major agency holding companies and over 1,500 premium publishers. Built in-house and launched in 2013, Nectar® is the world’s first mobile Programmatic Direct platform. The initial iteration of Nectar, where buyers were able to select inventory for single buys, is now known as Nectar® Direct. Nectar® Futures is an evolution; clients can now secure larger chunks of inventory through a robust auction process that transcends months and quarters. This is extremely attractive for trading desks and agency holding companies who are able to draw down that inventory over a period of time.
The original Nectar® Direct is still available for one-off guaranteed future buys to complete or fill in unexpected or unforeseen gaps in a client’s inventory but, with Nectar® Futures, advertisers can now plan, discover, and buy premium guaranteed mobile inventory for the future in an arena where publishers compete for their business, thereby reducing cost, supply and deliverability risk.
Founded in 2010, JUICE Mobile is a premium, full-service mobile advertising technology firm. Dedicated exclusively to the mobile advertising market, the company works with world renowned advertisers and premium publishers. JUICE Mobile is passionate about providing its customers with innovative ways to reach their audiences through proprietary technology and data.
Patented and built in-house, Nectar is the world’s first mobile Programmatic Direct platform. Nectar combines the efficiency and scale of RTB with the visibility and control of direct sales, offering brands and publishers a more innovative marketplace. This commitment to mobile innovation is present in JUICE Mobile’s ongoing launch of market-first mobile ad units and the company’s leadership in the proximity marketing space.