The Exchange Lab has today launched Proteus, a new automated trading platform that aims to provide clients with a “holistic” view of the global programmatic marketplace.
Built in-house, the new platform will be plugged into all major demand side platforms (DSPs) and will include a unique API integration enabling two-way dataflow between Proteus and the DSPs. So far the DSPs include MediaMath, Turn, AppNexus, The Trade Desk, TubeMogul, AdLearn Open Platform (AOP), Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange and DoubleClick Bid Manager.
Additional DSPs will be integrated by the end of 2014.
Custom API integrations allow Proteus to monitor the market in real-time, ultimately allowing the industry to move spend between platforms to give the client the best possible return on investment.
Personalised content will be delivered at scale through a single touch point; as a campaign goes live, its budget is allocated to specific DSPs and the insights are analysed by traders, allowing them to move budget in real time to where it is performing best.
“Proteus is modelled on the financial trading platforms used by banks and is a combination of the best of Bloomberg and the FX trading platforms,” said James Aitken, co- founder and CEO of The Exchange Lab.
“It evolved from the need to deliver our clients unprecedented access to the entire digital media marketplace. Proteus delivers a transparent, reassuring system through which brands can safely move into the programmatic space.”
Don’t miss out: MediaTel is hosting the annual Automated Trading Debate on 6 October. With panellists from Xaxis, Bauer Media, RadiumOne and Mediaocean, amongst others, the event promises a full examination of all the thorny issues arising around programmatic trading. Full details here.
