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“With the intense programmatic ‘noise’ of 2013 I decided to go and see for myself which global operators were seriously creating something valuable for brands; rather than merely dressing up re-targeting in RTB,” said Kerry McCabe, Managing Director APAC, RadiumOne.
“What impressed me at the outset with RadiumOne was the quality and depth of its propriety data asset. Globally, RadiumOne partners with over 200,000 publishers who already engage over 6 million Australian unique visitors sharing over 2 million pieces of content each month.
“Once I saw how the integrated data management and delivery platform was performing for many of the world’s leading brands, I decided to bring this operating system to Australia and the broader APAC region.”Initially, the company will service three key market segments in Australia – for publishers RadiumOne's Po.st products offer a means to analyse and monetise extended audiences through content that is shared from their properties. For media agencies and trading desks, they offer the same tools for brands’ owned and earned media along with an integrated DMP-DSP across all channels. For rights holders, such as the sports and entertainment industry, they enable the monetisation of their large, active social audiences and fans.
“This is a combination of capabilities not seen before in Australia,” said McCabe.
First publisher partner announce
To coincide with today’s launch, RadiumOne has announced publishing powerhouse ninemsn as its first official publisher partner.
Kelly Ferguson, CIO at ninemsn commented:
“Using data to understand our audience value, their brand preferences, intent to purchase and relationships with those most important in their lives, helps us to produce more relevant and engaging content, offering deeper and more effective channels for advertisers to connect with their most valuable audiences.
“We are now able to a shine light on “dark social”, grow our own organic audience and offer advertisers access to this audience both on our network and across the open web.”
Addressing Australia’s data deficiencyThe intelligence layer, known as the RadiumOne ‘Sharegraph’, derives and segments its propriety data based on what Australians share online, the interactions with that content once shared, the audience’s interests, online behaviours and intimate social networks. This data is then translated by RadiumOne into meaningful insights and delivered via real-time campaigns across all RTB channels.
Transparency through intelligence
Cutting through the uncertainty often associated with programmatic, RadiumOne provides full transparency around every aspect of data ownership and control, inventory sourcing and pricing of programmatic buys.
Already serving some of the world’s biggest brands including Verizon, Porsche, United Airlines, Universal Music, Conde Naste and The Football Association (FA), RadiumOne is excited about making programmatic advertising more meaningful for Australian brands.