Decentrix Leads the Way in 'No Bid' Programmatic Buying/Selling
Decentrix announces a leading approach to preserving the value of advertising inventory, enabling Broadcasters, MSOs and Cable Networks to transition their business models to the inevitability of impression-based trading.
By enabling advertising sellers to transact campaigns based upon the true marketplace value of audiences, Broadcasters, MSOs and Cable Networks can enable agencies to view accurately priced candidate inventory using an open protocol that can be interfaced into the existing systems of all trading partners. This enables execution of real-time buying/trading of inventory based upon the actual value of audience impressions, rather than limiting transactions to 'remnant inventory' that is largely unsatisfying to both sellers, agencies and advertisers.
"By focusing on 'remnant inventory', sellers have enabled the marketplace to 'bid' on inventory, and thus are delighted when buyers offer more than zero dollars", highlights Wayne Ruting, CEO of Decentrix. "This approach works in the digital world where inventory is not limited and 'bidding' is prevalent, but Broadcasters, MSOs and Cable Networks have inventory scarcity with measureable audiences that should be appropriately valued and traded."
This fundamental understanding of the economics and requirements of both agencies, as well as media companies, has enabled Decentrix to develop a trading protocol which contains detailed algorithms that interface to most traffic and buying systems in the industry, and trades through a linear targeted web service system. The Decentrix BIAnalytix™ platform provides analysis that leverages audience data to calculate accurate valuations of all inventory positions and offer candidate inventory to agencies with on demand pricing in real-time. This ensures fidelity of all candidate inventory audience valuations, at any given point in time 24/7.
"Leveraging years of experience in operational systems as well as data warehouses and BI Systems in media companies, web companies, and agencies has enabled us to create a unique solution for the industry that preserves economic value and creates a win-win for all parties in the advertising value chain", emphasized Wayne Ruting, CEO of Decentrix. "It's about understanding that audiences and inventory combined lead to increased revenue, yet media companies today struggle to combine these important data sets in an efficient and usable manner."
About Hearst Television
Hearst Television, a national multi-media company, owns and operates 29 local television stations and two local radio stations, serving 30 U.S. cities and reaching approximately 18% of U.S. television households. The TV stations broadcast 60 video channels, featuring local and national news, weather, information, sports and entertainment programming, and local community service-oriented programs. The stations also host and operate digital on-line and mobile platforms that extend the company's brands and content to local, national and international audiences. Hearst Television is recognized as one of the industry's premier companies, and has been honored with numerous awards for distinguished journalism, industry innovation, and community service. Hearst Television is a wholly owned subsidiary of Hearst Corporation.
About Decentrix Inc.
Decentrix is a technology and consulting company specializing in Media Business Intelligence (MBI™) and Media Data Warehouse Solutions tailored specifically to the needs of Media, Entertainment, Telecommunications and Advertising companies. Founded by technologists with decades of experience in media transactional systems, Decentrix offers a fast-track, fully working enterprise solution for Media Business Intelligence using SQL Server 2012 architecture. The BIAnalytix™ Solution was purpose built to help large media corporations solve the challenge of rapidly and accurately accessing the large amount of data locked up in their "transactional" systems, by ingesting the critical granular data into a single enterprise-wide media data warehouse and providing fast, intuitive reporting from a "single version of the truth."
Decentrix Contact:
Mike Sutton, Vice President of Sales, 303-899-4000 x203, msutton@decentrix.com
