Fairfax Media, MediaWorks, NZME and TVNZ have joined forces to create a new local advertising exchange service – the Kiwi Premium Advertising Exchange (KPEX).
Launching in November, KPEX will offer media agencies and clients a programmatic option for purchasing online advertising inventory across New Zealand’s leading media businesses.
KPEX consulting ceo Duncan Arthur says KPEX is transformative for the New Zealand programmatic advertising market.
“It’s an exciting initiative and the first time NZ media companies have pooled their inventory to provide the necessary scale for a private marketplace,” he said.
“Advertisers want the efficiency of real-time bidding and the certainty that their ads will appear in brand-safe environments next to quality New Zealand content.”
KPEX is powered by Rubicon Project, a global technology company in the automation of buying and selling advertising inventory.Arthur s says it will give advertisers access to Kiwi audiences at scale and across a range of publisher platforms – all via a single transaction.
Fairfax Media, MediaWorks, NZME and TVNZ say their decision to work together is about providing clients with a strong local offering.
“KPEX opens up a range of new opportunities that we were unable to achieve independently, and a viable, local, programmatic Ad Exchange alternative to what is offered by large international players which is good for the long-term health of the local market,” the four members said in a joint statement.
“It will also offer unsurpassed access to New Zealand’s local news, lifestyle and entertainment destinations and will help customers solve measurement and other issues with digital advertising in a massive global pool.”
Initially advertising inventory will be from the four media parties, with other premium local publishers being invited to contribute inventory to the exchange over time.
All participating publishers in KPEX will maintain their unique, direct sales operations with a portion of their inventory flowing into the exchange for bidding by advertisers. Inventory from these leading publishers will be high quality, trusted content.
KPEX has appointed Duncan Arthur as its consulting CEO (See today’s Arrivals & Departures).
- More here: www.kpex.co.nz
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