FYI

Brandscreen strikes real-time bidding deal with Baidu

Programmatic buying firm Brandscreen has struck a deal with Baidu that will make the Chinese search engine’s inventory available on Brandscreen’s media buying platform.

The announcement:

SINGAPORE, 06 November 2013 — Brandscreen, Asia Pacific’s first DSP (Demand Side Platform) and leading Real Time Media Buying Platform,today announced a partnership with Baidu Exchange Service (BES) to make Baidu inventory available via real time bidding on the Brandscreen media buying platform, and to enable advanced targeting of display advertising through technology integration with user interest data.

Baidu, one of the Big Four Chinese Ad Exchanges and the largest search engine site in China, reaches over 500 million unique users with over 15 billion impressions per month.

Brandscreen’s integration with Baidu now provides access to a wide pool of RTB-enabled online display ad inventory across China and the Chinese-speaking world.

“We are truly excited to be working with a pioneer in China, like Brandscreen. We inherently know Brandscreen will reliably, effectively and transparently utilize our vast audience information for the purposes of driving our ad revenue, with their advertisers,” said Jack Shen, Head of Baidu Exchange Service. “We partnered with Brandscreen because we trust them, and they have access to an immense set of global customers.”

In the partnership, BES provides Brandscreen with a special advantaged view of user intention data, based on Baidu’s superiority in behavior/interest data, including search/view/click. This rich data from Baidu, through the integration, is now available for targeting by Brandscreen, allowing media buyers to better optimize their campaigns and more effectively target their messages based on specific information such as user interests and website verticals. Some examples of targeting categories include interest in Banking, Food and Dining, or Luxury Cars.

“This partnership brings Brandscreen’s global advertisers access to China’s market,” said Stu Spiteri, Brandscreen CEO. “With priority access to such rich intent data, Brandscreen will be able to provide important consumer data in real time, and improve results. Once again, Brandscreen is the first global Asia-focused DSP to provide this capability.”

Because of the close technical integration, Brandscreen and Baidu offer deep targeting capability, as well as cookie-sync for improved re-targeting performance. This information for advertisers is anonymous, as Baidu and Brandscreen are united in their common interest to protect the integrity of audience data.

Brandscreen’s pioneering efforts in China make it the natural choice for Baidu in this partnership.

Source: press release

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