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The Exchange Lab launches new programmatic platform

25 September 2014
The Exchange Lab launches new programmatic platform

The Exchange Lab has launched a new programmatic platform, Proteus, which aims to provide clients with a holistic view of the global programmatic marketplace.

The new technology includes an API integration enabling two-way dataflow between Proteus and media technology companies or demand side platforms (DSPs).

Integrated with 10 DSPs, including MediaMath, Turn, AppNexus, The Trade Desk, TubeMogul, AdLearn Open Platform (AOP), Adbrain, Yahoo Ad Exchange, DoubleClick Ad Exchange and DoubleClick Bid Manager, Proteus provides access to 85 exchanges and supply side platforms (SSPs) globally.

Additional DSPs will be integrated by the end of 2014, according to The Exchange Lab.

Custom API integrations will allow Proteus to monitor the market in real-time – as market prices move and audiences become exhausted, the platform will enable spending to be moved between platforms.

James Aitken, co- founder and chief executive of The Exchange Lab, said: “[Proteus] evolved from the need to deliver our clients unprecedented access to the entire digital media marketplace. Proteus delivers a transparent, reassuring system through which brands can safely move into the programmatic space.”

The Exchange Lab topped this year’s global International Media Survey (I-MIS), owned by M&M Global’s parent company C Squared, for ‘transparency and accountability’.

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Laura Bracher, London

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