Advanced Television

Egami.TV to expand programmatic buying with IPONWEB’s nimble DSP

April 29, 2021

BidCore, the new customizable DSP developed by programmatic and real-time advertising technology company IPONWEB, has been selected by and Speakable as both companies look to expand their programmatic media buying operations to support their business growth objectives.

BidCore acts as a ‘nimble’ DSP by enabling media buyers to tailor their ad bidding strategies to fit their specific business goals and measure against the metrics that are relevant for their individual operations. The out-of-the-box version provides all standard DSP functionality so clients can scale their programmatic activity quickly and cost-effectively. As users’ businesses and buying needs mature, they can work with IPONWEB to fully customize BidCore to meet evolving buying requirements.

Video content platform provides publisher websites with dynamic and contextually relevant video content; partnerships with TV networks enable it to operate as a video distribution platform that runs campaigns for major brand advertisers. Starting with the standard version of BidCore, which was operational within 24 hours, later worked with IPONWEB’s team to design a proprietary buying strategy focused on maximizing video completions. This enabled to grow the supply volumes of programmatic inventory available to its clients (predominantly in the US) and scale up its business operations.

Brian Bennett, CEO of, says: “Growing our business requires that we expand our audience reach; BidCore has enabled this by increasing our access to quality programmatic video inventory. It has also allowed us to optimize our buying of viewable inventory, and increase our ad completion rate by 45%.”

Social action company, Speakable, uses technology to make it easier for people to participate in civic engagement – whether by donating, signing a petition or emailing a policymaker – within the ad creative. It buys media on behalf of not-for-profit organizations and socially engaged brands via direct publisher relationships. Aligning its creatives with relevant editorial and driving interactivity with its unique formats is critical for Speakable; using BidCore, it was able to source supply from over 50 SSP partners and more than 120 directly integrated publishers to find inventory that connected its unique interactive experiences with relevant content and audiences. It also worked with the BidCore team to develop custom metrics that tracked various user interactions inside its creative formats, which could feed bespoke optimization strategies aimed at maximizing user engagement.

Drew Schutte, CEO at Speakable, added: “We have raised our game with BidCore. It is highly-sophisticated but easy to use, and comes with extensive customer support. We have been able to develop ad buying strategies customized for our specific business needs and track whether they are working – as a result of this optimization we are seeing performance levels that are far better than standard ads and constantly improving.”

IPONWEB, which has built, battle-tested and fine-tuned first-party DSPs for 15 years, developed BidCore to meet the needs of sophisticated media buyers looking to take greater ownership and control of the technology that powers their programmatic buying and business.

It is a response to the limited customization options available on highly-scaled DSPs, which are built to satisfy tens of thousands of customers, leaving advanced buyers unable to differentiate themselves and their trading strategies. At the same time, industry-standard metrics such as viewability, click-through rate (CTR) and cost per action (CPA) are increasingly unable to provide today’s ad buyers with the insight they need to inform their programmatic strategies and deliver on their unique business objectives.

BidCore packages up IPONWEB’s best-of-breed DSP functionality to provide off-the-shelf capabilities with full customization potential. BidCore’s unique architecture enables media buyers to put in place bespoke buying, targeting, and optimization strategies to drive business-specific outcomes and the ability to measure against custom KPIs. Integrated into the programmatic ecosystem, BidCore is quick and easy for users to deploy, and highly flexible to accommodate a host of unique business requirements.

Key BidCore features include:

  • Over 20 out-of-the-box buying strategies that streamline campaign management while optimizing to the most common digital metrics.
  • Full IPONWEB support to enable the development of bespoke buying strategies aimed at driving advertiser-specific goals.
  • Fully customizable APIs that support the building of white-label programmatic buying platforms based on a company’s unique structure, assets, and value proposition.
  • Secure data activation capabilities with no scaling limits and smart bidstream filtering that guarantees high audience match rates.
  • Powerful data analytics, business intelligence (BI) and visualization tools that provide full transparency into all trading data, support the tracking of custom metrics, and enable reporting against uploaded first- and third-party data sets.
  • Direct access to premium publishers across display, native, CTV, and in-app.
  • SaaS pricing based on technology platform usage, rather than the percentage of media spend.

Michael Rasmussen, VP of Global Marketing at IPONWEB, says: “Developed for today’s advanced programmatic buyer, BidCore recognizes that every enterprise has different objectives. Users can customize it to align their media buying strategies with the overall needs of the business, and reinforce this with first-party assets, whether that’s proprietary data, supply, intelligence or any other value driver. As ad tech shifts towards being homogenous, differentiation of this level is increasingly critical.”

IPONWEB is an independent company with a legacy in building innovative programmatic technology for companies creating new businesses or new business models, and activating unique data assets, intelligence and performance capabilities in programmatic.

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