AppNexus and goTom launch module to manage private marketplaces
The booking platform goTom and AppNexus extend the existing ad server integration by a module for the disposition of programmatic deals. All campaigns can thus be automatically created and delivered in AppNexus.
The Ad-Tech company goTom and the platform provider AppNexus deepen their cooperation. The integration of the ad server and the Supply Side Platform (SSP) of AppNexus into the booking platform of goTom automates complex processes on the sales side.
The fact that booking systems are directly integrated with ad servers is not new, but the linking of programmatic deals and direct bookings is. goTom’s new module additionally supports the often time-consuming and confusing administration of private marketplaces. An automated commercial floor price management is integrated, which considers the conditions of customers and agencies and enables the tracking and monitoring of deals.
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For programmatic campaigns, goTom calculates the corresponding minimum prices for the desired products, taking into account customer and agency conditions, and creates the deals directly in the AppNexus SSP. As soon as the deals have been created, the advertising customers receive a web-based overview with information on the booked products and associated deal IDs.
After the start of the campaign, delivery and sales data from AppNexus are fed back to goTom in real time. Comprehensive sales reports can be generated shortly and the information transferred to an ERP system (Enterprise Resource Planning).
The interaction of commercial software and delivery system is of great importance for efficient everyday business. The simple plug-and-play approach of goTom convinced me the most.
A high degree of automation in the area of dispatching as well as data transparency via different channels is an important concern of our customers. With the comprehensive integration of AppNexus, we have come a considerable step closer to this goal.