New API and Self-Serve User Interface Deliver Enhanced Ease of Use and Enable Faster Large-Scale Use of Programmatic TV
AudienceXpress, the leading programmatic TV advertising platform, today announces a significant step forward for the quickly growing programmatic TV marketplace, delivering a full, end-to-end automated solution for its platform. This is the first time a programmatic TV solution will be fully automated to enable the direct automated buying and selling of TV inventory, similar to that of other media, including video and display. The news was first announced at CES, where the product is being featured and made available to trial partners.
In support of the full automation initiative, AudienceXpress is releasing both a new Application Programming Interface (API) and a fully “Self-Serve User Interface” into Beta. The API allows applications developed by agency and DSP partners to directly connect into the AudienceXpress platform using machine-to-machine communication to plan, buy and report daily on their programmatic TV campaigns. The self-serve user interface allows an agency or an advertiser to log in directly to the AudienceXpress platform to build plans using advanced data sets, execute the campaigns and track them each day without having to rely on support from AudienceXpress.
AudienceXpress is leading the programmatic TV advertising industry in developing and rolling out full automation of the programmatic TV buying workflow, and will now offer a level of automation the marketplace has come to expect from other programmatic media offerings. “These two product launches demonstrate a major step forward in the true end-end automation of the programmatic TV workflow. We can now have partners access the full scope of our platform without any managed services support. That is only possible with true automation from planning through reporting,” said Walt Horstman, President of AudienceXpress.
Horizon Media, the largest and fastest growing privately-held media services agency in the world, will be one of the first to integrate with AudienceXpress’ API. “Our strategy is to partner and integrate with best-in-class tech platforms across all media channels including TV. With this API, our team will be able to manage all facets of our programmatic TV campaigns independently and seamlessly,” commented David Campanelli, Horizon Media’s EVP, and Director of National TV.
US International, honored recently as MediaPost’s Programmatic Agency of the Year, will be an initial user of the AudienceXpress self-serve user interface. “We want to log into a platform for TV campaigns just like we do for digital. We like to roll up our sleeves and get into the details of seeing exactly how our campaigns are planned, executed and performing. This self-serve UI lets us do that. We don’t have to wait for someone to get back to us with a proposal or a report to review. We can access all of that information, how we want it and when we want,” said Ryan McArthur, EVP at US International.
The AudienceXpress platform uses the proprietary Visible World Gateways that are integrated into the traffic, billing and ad serving infrastructure of inventory partners across the U.S. Over the past 18 months, it has been building out its tech stack to automate all steps of the workflow, including advanced audience data ingest, data-driven planning and pricing, campaign execution and trafficking and reporting and optimization. The result is a touch-less platform that allows an agency to build a TV plan, fully execute it downstream with TV inventory partners, and deliver overnight reporting throughout the campaign.
AudienceXpress’ introduction of the Application Programming Interface (API) and “Self-Serve User Interface” was covered by AdExchanger’s Kelly Liyakasa on January 6, 2016.
AudienceXpress, a subsidiary of Visible World, is a leading programmatic TV ad buying platform that automates the planning, buying, optimization, and daily reporting of linear TV campaigns nationwide. AudienceXpress’ Web-based platform allows media buyers to optimize campaigns and reach target audiences quickly and easily. AudienceXpress offers simple, scaled delivery of a national audience, superior audience targeting technology, fully automated execution, next-day impression reporting, and data-driven consumer insights.www.audiencexpress.com