STRATA and FatTail Integrate to Streamline Digital Buying for Ad Agencies

CHICAGO, July 20, 2011 /PRNewswire/ -- STRATA, the media buying and selling software innovator, today announced they have integrated with FatTail's MEDIA Concierge™ online publisher Supply Side Platform to help simplify digital buying for ad agencies. The partnership will allow STRATA's 1000+ media buying agencies to purchase digital assets more efficiently and allow for a faster and more accurate ordering process.  By connecting the media buyer directly with premium publishers, the STRATA - FatTail partnership is the first integrated transparent solution to deliver beginning to end digital media transaction processing.

STRATA serves nearly half of all media buying firms and has over $50 billion worth of electronic transactions flowing through its systems annually, while FatTail presently works with over 1,000 premium web properties. FatTail's MEDIA Concierge product is the foremost Supply Side Platform (SSP) for premium guaranteed inventory that helps digital publishers reach and transact with media buyers. The integrated solution allows media buyers to transact with publishers around the clock, wherever and whenever they want.

STRATA's Agency Management System is a comprehensive suite of tools for planning, buying, optimization, and billing across all forms of media. The industry leading platform provides scalability and real-time processing to media buyers with built in connections to industry dashboards, report writers, and enhancements that will add precision and ease to the way agencies do business. MEDIA Concierge works seamlessly with digital campaigns from STRATA's Agency Management System.

"This integration allows our digital media buyers to have direct, 24x7 access to premium inventory from leading publishers, which adds convenience and accuracy that has never before been possible in digital media buying," said Robert Burkhart, STRATA Vice President. "From RFP through delivery and invoicing, the digital buying process has been streamlined to help buyers eliminate unnecessary overhead."

"By deeply integrating with STRATA's Agency Management System, we are streamlining sales and operations processes and making it much easier and less costly for our clients to transact with regional brand buyers," said Doug Huntington, Chief Executive Officer of FatTail. "We look forward to delivering on our promise of Straight Through Processing (STP) for the digital advertising universe and are thrilled to work with a valued partner like STRATA."

"This is an important milestone in the automation of digital ad operations that are often plagued by inefficient and error-prone manual overhead," said Andrew Frank, Research VP for Gartner's Media Research Group. "Such developments benefit both ad buyers and sellers by bringing their business processes in line with the promise of digital media itself, opening new possibilities for more transparent, scalable, and flexible campaigns."

About STRATA

STRATA is the nation's leading provider of media buying and selling software.  The custom solutions supplied by STRATA empower clients to sell and efficiently purchase all media types including cable, broadcast, newspaper, radio, outdoor and digital advertising mediums.  On average, over $50 Billion in advertising dollars flow through STRATA systems per year.   

The whole-scale changes that are occurring in this fragmented media landscape require a customizable and convergent solution. STRATA provides the technology to enable organizations to lead rather than react.  By transforming the way advertisements are placed and tracked, STRATA adds efficiency and precision across traditional and emerging platforms.

Headquartered in Chicago, STRATA has been supplying solutions to the media buying and selling industry since 1983.  STRATA is owned by Comcast Cable http://www.comcast.com.

For more information, visit www.gotoSTRATA.com or call (800) 9 STRATA

About FatTail

FatTail (www.FatTail.com) is a leading provider of sales and operations optimization solutions for the digital advertising industry.  FatTail's mission is to make display advertising simple, cost effective, transparent and accessible for all publishers and media buyers. MEDIA Concierge™, powered by PageGage, is a self serve media buying platform for guaranteed inventory and is designed to help publishers enhance direct sales coverage and service demand from automated buying systems.  MEDIA Concierge reduces transaction costs, while providing publishers complete control of media packaging, allocation and pricing. Founded in 2001, FatTail solutions are used by more than 1,000 premium publisher web properties located throughout North and South America, Europe and Asia.

SOURCE STRATA