The owner of Players’ Tribune bridges the gap between publisher and advertiser with its internal supply-side platform.
Minute Media celebrated its 10th anniversary by breaking convention to launch an internal procurement platform (SSP) to sell its ads, rather than relying on a third party.
The athlete-centric tech and digital publishing company, owner of titles such as FanSided, 90min and The Players’ Tribune, goes directly to publishers, advertisers and brands using programmatic advertising to cut out the middleman, thereby increasing overall revenue.
By bridging the gap between publisher and advertiser, Minute Media believes it can streamline the ad buying process while maintaining better control of its destiny.
To facilitate this, Minute Media integrates with third-party video players such as Voltax, a proprietary online media platform for publishers. Demand-side platforms can connect directly to this setup or through BidSwitch, an intermediary programmatic infrastructure provider.
Tom Webster, Executive Vice President of Global Publisher Platforms at Minute Media, said: “As a publisher ourselves with six properties, we created our SSP so that other publishers could access the Minute Media’s ad stack and driving demand across display, video, app and TVC. Leveraging our experience developing in-house video technologies and strong direct relationships with advertisers and publishers , our global sales team identified a Minute Media SSP as a clear opportunity for growth.
As a result, Minute Media claims to be able to provide publishers with unique programmatic demand for direct and premium sales, superior CPMs and RPM yield. Brands and advertisers, meanwhile, will benefit from centralized access to global audiences and premium content.
More than 50 publishers and a dozen programmatic buyers have already signed up for the service, which offers a suite of tools including machine learning, dynamic floor pricing and yield maximization to streamline the process.
Minute Media laid the groundwork for today’s decision by sucking up premium sports content to capitalize on advertising opportunities presented by a relaxation of gambling laws in the United States.