Gamut Launches GamutHD to Provide More Transparency on Open Exchange

05/19/2015

New Feature Improves Existing Impression Data 70% of the Time

Gamut, a digital media services company owned by Cox Media Group that serves agencies and publishers, programmatically and direct, announced the launch of GamutHD. The new feature, which is already available on Gamut's exchange, provides more transparency and rich data around impressions bought and sold on the open exchange. Since its inception, the feature has improved existing impression data 70% of the time, while adding net-new fields 40% of the time. This data drives additional demand, substantially increasing yield for advertisers and publishers between 30% and 300%, with the biggest benefits seen in the still emerging mobile domain.

GamutHD was developed in response to the surprisingly non-uniform way in which publisher information traverses the exchange ecosystem on its way to buyers. It evaluates each impression that crosses the Gamut exchange for missing or imprecise OpenRTB fields that are either lost during its journey to the buyer or were never present to begin with. Since buyers leverage Demand Side Platforms (DSPs), which each have unique attributes driving their algorithms, missing a preferred piece of data may create missed opportunities to connect a creative message to the right user.

To combat this challenge, GamutHD offers a more complete representation ensuring the presence of expected critical fields including: Site URL, Referrer URL, Domain, and Page URL, or mobile properties like App Name, App Bundle, and AppStore URL. Historical data, externally available third party data, and even real-time page attributes are leveraged to provide additional information and the richest picture possible for advertisers to buy against. This is achieved in milliseconds, as GamutHD anticipates incoming impressions predictively, and pre-caches the rich sets of data needed to augment incoming traffic. This enrichment data is updated continuously in a separate pipeline so that buyers are always seeing as much up-to-the-minute information as possible.

"Gamut is committed to tackling the difficult task of improving the way impressions are represented on the exchange. GamutHD is our solution to this problem, ensuring that the information about an impression is passed across and between players with greater transparency and higher fidelity," said Scott Siegler, senior vice president, engineering and West Coast operations at Gamut. "Gamut works directly with publishers and advertisers, so we've seen firsthand the speed with which the programmatic process is evolving. Our goal is to unburden the publisher of this challenge and provide quality data to populate the attributes of every impression at the most critical point: the moment at which inventory is presented to advertisers."

The innovative data solution analyzes billions of impressions a day in real time to provide both publishers and advertisers with the most vital data about an impression. As a result, buyers have access to the key data they need to make an informed purchase, and publishers can better advertise their inventory, attracting more bidders with more impressions that meet their targeting criteria.

GamutHD is under consideration for the "Innovative Technology" award bestowed by Cannes Lion. For more information, please visitwww.gamut.media.

About Gamut
Gamut is a digital media services company owned by Cox Media Group. Gamut serves agencies and publishers, programmatically and direct, by aligning planning, research, inventory, and execution into a single smart service offering. At Gamut, it isn't about buying and selling programmatically. It is about identifying those areas of each client's business ripe for automation, and inserting the right solution to complement and inform their entire strategy. For more information, please visit www.gamut.media.

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