NEW YORK, March 1, 2016 /PRNewswire/ -- Sonobi, a leading independent ad technology developer today announces a key partnership with Omnicom Media Group (OMG)'s Annalect Group. OMG's digital data and analytics organization, Annalect, is committed to integrating Sonobi's Jetstream™ platform into its premium ad technologies, with focus on the platform's enhanced "server-to-server" buying capability.
Sonobi will be working with Omnicom Media Group's Annalect to power a 1-to-1 publishing solution that will allow the organization to pre-qualify audiences on publishers' properties and purchase audiences directly with no financial intermediary.
"The only way to drive a truly productive marketplace is to ensure that buyers and sellers have the technology to work together in packaging and procuring media inventory across audiences without unnecessary programmatic restrictions," according to Sonobi's Chief Product Officer John Donahue. "With Jetstream™ we are always looking for new and better ways to eliminate complexities of a complicated media landscape. We're introducing an increased set of server-to-server capabilities as we believe it will deliver not only operational efficiencies but demonstrate financial benefits to both our sell- and demand-side clients."
Sonobi's Jetstream™ already delivers header management tools for publishers, but its enhanced server-to-server technologies are designed to allow direct and indirect buying with multiple partner through a single header tag thereby eliminating latency and page weight for publisher, while delivering increased benefits to both buyers and sellers:
1) Direct connection between buyers and sellers and returns anywhere from 15-40% of advertisers' budgets back to working media, depending on the deal and working parameters;
2) Ability to capture a more precise audience by pre-qualifying impressions against audience data; while validating, proposing, managing, and report across campaigns or buys, directly within JetStream™ platform;
3) Increased reach by making more inventory available to purchase outside the "waterfall" where inventory is inherently limited.
"We are constantly looking for innovative and efficient ways to ensure our clients working media budgets are protected and deliver the most value for their bottom line," commented Steve Katelman, EVP, Global Strategic Partnerships at Omnicom Media Group. He added: "We are excited about working with Sonobi, their Jetstream platform™ represents a real departure from traditional programmatic technology. The connection it delivers to publishers will help us build a more direct or 1-to-1 approach to programmatic with premium publishers and enable us to deliver more value to our clients."
Michael Connolly, CEO of Sonobi, noted: "We're excited to help accelerate adoption of header-based programmatic buying with Omnicom Media Group as they represent a significant percentage of the world's top advertising brands. Integration of Jetstream™ as part of their buying strategy is a strong signal that agencies and advertising brands are looking for ways to build deeper, more direct relationships with publishers through technology, and an ecosystem that enables more comprehensive, informed buying and planning."
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