Major Local Publisher GateHouse Media Launches Private Exchange
Published: December 8, 2011
Casale Media Powers Private Exchange With Real-Time Bidding Platform; MediaMath Among the First Demand Partners Offering GateHouse Inventory via Private Marketplace
NEW YORK, NY, Dec 08, 2011 (MARKETWIRE via COMTEX) — GateHouse Media, a leading multi-media company providing news and information to local communities, today launched its private exchange with real-time bidding (RTB). The exchange, which is powered by Casale Media's RTB technology and bid management platform, is designed to facilitate buying from select agency trading desks and demand side platforms (DSPs) in order to maximize digital revenue for GateHouse. MediaMath is one of the first demand links offering GateHouse digital inventory via the Private Marketplace feature of its enterprise class buying platform, TerminalOne.
GateHouse Media is the leading provider of local content and advertising in multiple markets in the United States. The multi-media company owns more than 400 web properties across twenty-one U.S. states including 150 local newspapers in the Massachusetts market alone through WickedLocal.com, which allows the company to focus on hyper-local journalism that larger national newspapers cannot provide. GateHouse properties garner more than 80MM page views each month. With online readership up 8.3% in the past year, GateHouse properties continue to deliver in-demand premium local content to consumers.
Casale Media's RTB technology platform, which currently powers its premium exchange, CasaleX, launched in August 2011, opens a new digital revenue stream for GateHouse without sacrificing any control over advertiser quality. The GateHouse private exchange augments its sales channel by flexibly connecting the publisher with high quality advertisers bidding on digital media through agency trading desks and DSPs. Unlike other private exchange offerings, Casale Media gives publishers maximum insight into and control over what brands and campaigns are buying its inventory. Through its private exchange, GateHouse maintains as much control over advertisers as it would in a direct sales relationship. By hand-selecting demand partners like MediaMath that offer a strong roster of brand-safe advertisers, Casale Media adds another level of publisher protection.
"Our goal is to deliver the best in local content and complement it with high quality, relevant local and national advertising," said Kirk Davis, President and COO at GateHouse Media. "Launching a private exchange with Casale Media increases our advertising reach and allows us to maximize digital revenue from a new breed of media buyers, which is a major objective in our transformational strategy. We look forward to working with demand partners, like MediaMath, who recognize the power of combining premium publisher environments with brand safe advertising content."
"We built our RTB technology to connect the best publishers with the highest quality advertisers. GateHouse and MediaMath represent the perfect partners in this pursuit," said Joe Casale, CEO of Casale Media. "In the past year we've listened closely to our clients and they've asked for help in accessing RTB demand from premium digital advertisers in a safe and controlled way. GateHouse is one of the first to benefit from our technology innovation."
About GateHouse Media GateHouse Media, Inc., headquartered in Fairport, New York, is one of the largest publishers of locally based print and online media in the United States as measured by its 79 daily publications. GateHouse Media currently serves local audiences of approximately 10 million per week across 21 states through hundreds of community publications and local websites. GateHouse Media is traded in the over-the-counter market under the symbol "GHSE." For more information regarding GateHouse Media and to be added to our email distribution list, please visit www.gatehousemedia.com .
About Casale Media Since 2003, Casale Media has been redefining the standard for online media quality, ad delivery management and media optimization technologies with premium services that generate measurable success for all stakeholders in media and marketing. CasaleX, the industry's first premium exchange with real-time bidding, is a highly controlled, brand-safe media marketplace that provides publishers with maximum control and advertisers with exclusively high quality inventory.
The company's premium advertising network, MediaNet, is used by eight of the top 10 U.S. online display advertisers and reaches nearly 70 percent of the U.S. online audience across more than 3,000 actively monitored properties. One of the leading independent digital media companies, Casale Media is guided by its dedication to needs-based development and quality-focused culture. More information is available at www.casalemedia.com .
About MediaMath Headquartered in New York, MediaMath was founded in 2007 and has become an industry leader. The company serves billions of highly targeted ads per month on behalf of more than 20 top-tier agencies, including all of the major agency holding companies. Major brands include American Express, General Mills, Prudential, and Kayak. Revenue has grown 300 percent every year since inception. For more information visit http://www.mediamath.com/.