YouTube rival Dailymotion has expanded into private programmatic ad trading arena with the launch of a global, premium video exchange.
The Dailymotion Exchange (DMX) is a new private video marketplace dedicated to the automated purchasing of advertising space on Dailymotion, in all territories.
Based on real-time bidding (RTB), DMX allows buyers to bid on Dailymotion’s video advertising inventory as well as the ability to purchase guaranteed volumes (‘Private Deals’).
“With 4 years of experience in providing programmatic video ads in different video marketplaces around the globe, Dailymotion Advertising is now providing a much more powerful offer, with unique targeting capabilities,” said Damien Pigasse, Chief Revenue Officer at Dailymotion.
To maximise ad campaign effectiveness, DMX provides advanced targeting features, including multi-screen: desktop, mobile, tablet, TV (connected TVs and IPTV boxes); Contextual: ten different thematic collections of premium inventory on Dailymotion – over 45,000 official content partners worldwide. Audience profile, with the provision of ‘1st party’ unique and highly qualified data: socio-demographic, behavioral and interests-based targets.
DMX has been rolled out globally since the beginning of summer and is now interfaced with most global DSPs (Demand Side Platforms). This gives agencies and advertiser trading desks access to over 1.5 billion monthly impressions of Dailymotion inventory.
It has also partnered with LiveRail for is supply-side platform (SSP), which links linking automated buyers and sellers, and profiling data expert Krux for its data management platform (DMP).
Dailymotion has a strong sports content offering, and recently signed Spanish giants FC Barcelona on an exclusive deal, while it has also added deals with the NBA, NFL, NHL and French Football Federation to its content line-up.
Last year it revealed plans to launch original content production studios in the UK and US as part of plans to introduce more premium, orginal content to the platform, as part of plans to distance itself from rival YouTube’s domination of user-generated content.