TapSense, A Complete Mobile Marketing Solution, San Francisco, CA – Announces today that its Full Screen Private RTB (Real Time Bidding) Marketplace Solution is now live. After operating the platform in beta for six months, publishing partners saw CPMs rise over 200%. The Private RTB Marketplace Solution provides publishers with more control, allowing them to whitelist brand buyers and give them priority access to inventory.
The TapSense platform and it’s customers have quickly embraced RTB, comprising half of all the platform demand. Both publishers and advertisers appreciate the efficiency that RTB brings to the mobile ecosystem through automation. TapSense expects the RTB portion of the media business to scale to 80% of all buys by the end of Q1.
“We’re seeing a lot of success with the private marketplace model”, says Ash Kumar, CEO and Co-Founder of TapSense. “The public exchanges may have a lot of scale, but premium publishers have been reluctant to put inventory on those exchanges, since they can’t control who is buying. The private exchange model puts the publisher in the driver’s seat. They can set CPM floors and choose the demand partners they want. Advertisers get access to high quality, premium inventory. It’s win-win for both parties.”
To date, the public exchange model has been the most popular implementation. In that set up, mobile publishers put a portion of their inventory on an open exchange and buyers bid across all inventory, from all the publishers. The results have been mixed, with early adopters experiencing limited competition for inventory, which in turn drove CPMs down. This has left premium publishers reluctant to participate. The private marketplace solution has emerged as a way to give publishers more control, transparency and higher eCPMs.
TapSense is a complete mobile marketing solution, which provides tools for marketers so they can manage and optimize marketing across all channels, platforms and publishers. Over 100 customers have succeeded with TapSense, including: Fab, Redfin, Trulia, Expedia, Viator, Amazon and eBay.
TapSense was founded in 2011 and is based in San Francisco, California.
Investors include top Silicon Valley venture firms, Ron Conway’s SV Angel and Maynard Webb, a board member of Salesforce and Yahoo. For more information on TapSense, please visit http://www.tapsense.com.