Turn, the digital hub for marketers, has announced the expansion of premium marketplace offerings to provide brands and agencies access to unique publisher inventory with efficient execution and transaction transparency. Turn has added new video and mobile Deal ID integrations on new and existing partners including Opera Mediaworks, Rubicon Project, PubMatic, Teads, Tremor Video and Yieldlab bringing the total of private marketplace partnerships to seventeen.
Utilising Deal ID, Turn’s programmatic direct partners offer access to high quality inventory and custom deals. Deal ID is an identifier in the bid stream that represents an offline agreement between a publisher and an advertiser. It allows publishers and exchange partners to work with advertisers to facilitate direct, programmatic access to unique premium inventory and innovative ad formats that often are not available on the open market. This curated inventory is available for purchase at a set price, and can provide more value than open action inventory through preferential placement, powerful brand safety controls and access to unique audiences.
“These important new partnerships bring the best of all worlds to marketers – access to unique mobile and video inventory with the flexibility and control of private deals and the efficiency of programmatic,” said Maureen Little, SVP of Corporate and Business Development, Turn. “We have built an industry leading private marketplace ecosystem, giving customers transparency and scale to reach their audiences in the most impactful and efficient way possible.”