The server-to-server portion of Sonobi's header technology will allow Bankrate to bring in key header bidder buyers, while also opening up their business to differentiated demand driven through people-based marketing. Bankrate believes server-to-server technology is the best way to bring value to their programmatic advertisers by unifying the auction and reducing page load latency otherwise caused by header tags on a page. The partnership also offers access to unique demand through Sonobi's Direct Programmatic Platform, which guarantees audience targeting, and relationships with their integrated buyers which range from the world's major DSP's to leading agencies and brand partners.
According to John Donahue, Chief Product Officer at Sonobi, "Bankrate has a very unique digital product as they have a highly qualified and valuable audience. It is for this reason that we are excited they are leveraging our technology to drive a premium through audience while also being one of the first US-based publishers leveraging our server-to-server product to bring in non-premium header bidding demand."
Bankrate's collaboration with Sonobi is a key portion of their 2017 go-to-market programmatic strategy. The publisher will be working in the New Year to bring on key financial clients through this new offering.
Sonobi is an advertising technology developer that creates forward-thinking, data-driven tools and solutions to meet the evolving needs of demand- and sell-side organizations within the digital media marketplace. Sonobi helps its clients and strategic partners to forecast new market opportunity, enhance value delivery to clients, and create more profitable businesses through integration of progressive data procurement and user-centric sales management technologies. For more information please visit www.sonobi.com.
N6A for Sonobi
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