In 2014 Geomotiv was chosen as the developer of an innovative DSP/DMP product: a programmatic TV media buying solution.
Additionally, Geomotiv is developing a custom TV media selling product that automates the sales processes on the TV media company side and allows to seamlessly grow sales team without incurring significant management overhead.
Geomotiv is responsible for:
Requirement gathering & specification development
UX/UI prototypes and design
Frontend and backend implementation
The products are still in development and only a limited subset of the information can be disclosed at this moment. The product titles are internal code names.
Programmatic Direct Exchange
Ad agencies and brands with marketing budgets seeking TV audience exposure.
Media sellers that provide TV media for interested parties.
TV Broadcasting Stations:
End-points that own inventory availability information and broadcast to TV audience.
The buy side is interested in:
- Maximizing reach to meet advertiser requirements;
- Maximizing campaign transparency;
- Providing quick feedback loop for marketers;
- Purchasing relevant ad slots at a minimal price;
- Providing marketers with performance reporting
- Minimizing manual operation overhead in the
The sell side is interested in:
- Making inventory sales at the highest price;
- Maximizing the slot inventory fill rate;
- Having the ability to renegotiate deals;
Geomotiv has originated the idea of “Programmatic Direct Exchange for TV” (PDX) with the following characteristics:
- PDX facilitates the execution of deals between buyers and sellers in an automated fashion;
- PDX provides the buy side with data and tools to have better targeting options than currently available;
- PDX provides the advertisers with the ability to track campaign performance and adjust running campaign deals with the sell side in an automated fashion;
- PDX collects data from external and internal sources in order to improve media buying experience ;
- 1Media buyer places an order to PDX. The order can include: Desired audience demographics, Desired coverage (time of day, frequency, etc), Any limitations (i.e. brand safety, etc), Desired ad length;
- 2The SSP transacts with the associated media seller via its individual API or a set of business rules in order to get slot availability information and other data available from the TV media owner;
- 3TV media owner provides the SSP with its proposal. The proposal may include: Slot avail info, Pricing, Format , Geo location of the stations that will execute the ad, Any other information that is available and can be shared;
- 4The SSP wraps the proposal in a “hollow bid” and returns it to the PDX;
- 5PDX executes the “metadata enrichment” process during which the DMP attaches all available metadata that matches the buy order requirements. This can include: specific TV schedule for the proposed time slots, any known audience metadata that can be associated with specific TV shows that the TV media owner runs during the proposed slots, any other available data that can help the buyer make the decision;
- 6The enriched bid response is returned to the DSP and presented to the media buyer;
If there is more than one SSP participating in the auction, all other bids are processed in the same fashion and are provided to the media buyer. Then buyer and seller(s) can execute the deal(s).
Thus, the envisioned idea of PDX resembles an RTB platform. However, here’s the key difference between PDX and an RTB platform: In PDX the SSPs bid on a media buy request, while in RTB the DSPs bid on a vacant placement.
The following picture outlines the envisioned ecosystem
Programmatic Media Sales Platform
Programmatic Media Sales Platform is a web-based software product that integrates with the in-house TV CRM, programming, and inventory maintenance systems, and provides the TV company with the ability to conduct TV media sales at scale in a semi-automated (aka programmatic direct) fashion.
The platform is designed to help a TV company reach the following goals:
- Automate time-consuming sales tasks to increase the team throughput
- Allow agencies to transact directly with the sales team in a semi-automated fashion
- Help sales identify potential for upselling to existing clients
What The platform Isn’t:
- The platform does not replace company’s ERP software. Instead, it integrates with it in order to get the information needed to conduct media sales.
- The platform doesn’t use algorithms to determine the unit price. It is built to support the direct sales model.
Main Application Components
Trading Desk is a rich interface web application that both internal and external users use to create media buy requests and submit them for media seller processing.
Inventory Grid is the inventory allocation planning tool accessible for internal users only. It is used to process avails requests in a unified fashion.
SSP API is a programmatic interface for third-party SSPs (sell-side platforms, i.e. Clypd) to integrate into the TV company sales process.