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Ayuda launches private marketplaces, exchanges for DOOH media sellers

Company introduces a family of new products to its signature platform with private marketplaces and private exchanges operated and controlled by media sellers.

March 11, 2015

Ayuda Media Systems, an ad tech company specializing in software for digital and static out-of-home media owners, announced today at the Digital Signage Expo 2015 that it is introducing multiple new product additions to its platform that are designed to help digital out-of-home media owners embrace new programmatic revenue streams while exerting total control on the sell side.

"Ayuda is transforming. We are evolving from an OOH ERP platform to a supply-side-platform. This change touches all of our products — from proposal generation, to CMS and digital playback, right up to invoicing," Ayuda founder and CEO Andreas Soupliotis said in the announcement. "This transformation manifests today with the introduction of several new products that programmatically enable the Ayuda Platform. The first is an SSP that allows our clients (the sellers) to create packages of targeted impression inventory that can be published to one of four, distinct private marketplaces: a premium guaranteed marketplace, a deals marketplace, a performance-based marketplace, and an auction marketplace, all of which are controlled and operated by the seller."

Soupliotis further explained each of the private marketplaces:

The premium guaranteed marketplace streamlines and automates the current direct sales process by pricing guaranteed inventory impressions with a fixed price, while the deals marketplace allows the seller to create deals, such as ‘pay a discounted CPM for three times as many impressions.’ The performance-based marketplace is based on Ayuda's patented Pay Per Look algorithms, where an indoor media seller can set up a rate card based on how long people look at the ad. The last marketplace, the auctions marketplace, allows the seller to set up a real-time bidding marketplace that uses a seller-operated private ad exchange with soft and hard auction floor pricing control.

Joe Cotugno, partner and senior vice-president of global client services at Ayuda, said in the announcement: "For the past 11 years, Ayuda has focused on streamlining and automating processes for DOOH media owners. The juxtaposition DOOH media owners face today is they'd like to be part of programmatic buys in pursuit of incremental revenue, but are nervous about losing control of their inventory and driving down CPMs. With the Ayuda Platform, the seller has total control over the entire process."

In addition to offering private marketplaces and a private exchanges for media sellers, the Ayuda Platform also will offer a seller-branded iPhone and iPad app that media buyers can use to buy programmatically, directly from the media sellers' private marketplaces, the company said.