Brandscreen and Altitude expand inventory with new partnership

Nicola Riches
By Nicola Riches | 3 June 2015

Hot on the heels of its management buy back, after its previous US acquisition, Brandscreen and Altitude Digital have formed a new partnership.

The two have come together to up the range of inventory available to advertisers using the Brandscreen programmatic platform. The integration with Altitude Digital, which specialises in video, brings mobile and online video inventory to advertisers using the Brandscreen platform.

The partnership increases Brandscreen’s available publisher inventory across desktop, mobile, video and display across Asia Pacific.

“The Brandscreen offering is strengthened considerably with the Altitude Digital partnership,” said Brandscreen CEO Rob Manning.

“This integration will bolster our supply of video inventory as the demand continues to grow,” he added.

Altitude Digital said its "proprietary quality filters" ensure that only brand-safe video inventory enters the marketplace.

“Our first-of-its-kind technology allows us to block fraud before it ever reaches demand partners,” said Manny Puentes, CTO of Altitude Digital.

It was no secret that Australian-founded media-buying platform Brandscreen had its share of ups and downs, but in an unexpected twist its Sydney-based management team announced in March that it hadbought the business back.

The 2007-founded demand-side platform (DSP) used by digital agencies, brand advertisers, and media trading desks, entered voluntary administration in December 2013 but headed out of administration early 2014.

It was acquired by US-based display exchange Zenovia for an undisclosed sum and its teams in New York and Sydney had been doing well – securing a number of large advertisers, trading desks, and enterprises including Qantas Red Planet, SSI, Enigma Media, Cadreon and Audience Precision and XL Axiata, one of Indonesia’s leading telecommunications service providers.

As of March 16, Manning said the Australian subsidiary and associated intellectual property, assets and obligations and the Brandscreen platform belong to its Sydney-based management team – vice president APAC and MD at Brandscreen, Robert Manning, and chief operating officer, Neil Anderson (ex-Google and Neo@Ogilvy) and an investor group.

Email Nicola at nicolariches@yaffa.com.au.

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