The partnership creates private marketplaces for BPA’s programmatic advertising initiative for its members, B2B Media Exchange. PulsePoint’s buyers now have access to quality audited business-to-business audiences and an automated way to reach them, says BPA Worldwide.
According to the BPA, this partnership addresses the growing gap between business-to-business demand and availability of media specializing in specific industry categories within the programmatic ecosystem. Individually, business-to-business publishers typically lack the scale necessary to qualify with technology partners.
However, when put together, BPA’s membership has collective reach, which creates significant opportunity to engage highly targeted audiences. Utilizing PulsePoint’s programmatic technology and yield management expertise, BPA members can now efficiently maximize revenue while giving marketers the trust, transparency and accountability they require for their ad spend.
“We are excited to partner with PulsePoint to serve our membership with advertising automation solutions,” said BPA President and CEO Glenn Hansen. “After considerable research, we determined that PulsePoint’s technology and customer service infrastructure was the ideal platform for this initiative.”
PulsePoint continues to prioritize creating solutions for key marketplace challenges, focusing on quality, context and scale. PulsePoint’s real-time contextualization technology analyzes thousands of quality publishers at the page-level to ensure ads appear next to relevant and brand safe content. This is highly important to BPA’s audited business-to-business membership which includes healthcare, banking/financial, information technology & telecommunications, as well as 145 other vertical offerings, which will add unique supply to PulsePoint’s platform, says BPA.
“Making ads matter is what moves our business forward,” said Sloan Gaon, CEO of PulsePoint. “In partnering with BPA Worldwide, PulsePoint is continuing to drive value for our partners by solving the larger advertising challenges in play. We are providing business-to-business publishers with the monetization and analytics tools they need to succeed in a complex, digital first publisher environment.”
