Beeswax & four partners form new adtech platform Programmatic Cloud

Beeswax has today (September 27) announced the launch of the Programmatic Cloud, an integrated adtech offering that will see it offer services with a number of other adtech companies in order to provide advertisers with a comprehensive offering.

Ari Paparo, Beeswax, CEO

The full raft of companies that will participate in the Beeswax Programmatic Cloud offering include Metamarkets; RTK.io; Cognitiv, and Spongecell. All five companies, which remain separate entities in their own right, maintain the offering will provide marketers with a best-in-breed technology made available as a modular service.

This means that advertisers using the programmatic media buying offering can create bespoke bidding platforms without having to create their own software code, or employing their own team of engineers.

The Beeswax Programmatic Cloud offering includes: auction data visualization tools made available through Metamarkets; header bidding capabilities from RTK.io; the optimization tools of Cognitiv; plus the dynamic creative optimization tools of Spongecell.

Beeswax chief executive Ari Paparo, an influential figure in the New York adtech scene (pictured), maintains that his company’s Programmatic Cloud offering delivers cutting-edge functionality that is unavailable from mainstream demand-side platforms (DSP) which often operate with little transparency.

He added: “We’re offering the programmatic ecosystem the opportunity to continually adapt and innovate with the market while still reaping the benefits of a consolidated SaaS-based platform.”

Mike Driscoll, Metamarkets, chief executive told The Drum: “Fundamentally, what’s exciting is that we both share the philosophy that the best systems are open, and we are a healthy, diverse ecosystem of players. Beeswax has emerged because it is not beholden to one supply channel.”

Driscoll went on to add that marketers don’t want conflicted partners and Beeswax’s independence and transparency is something that positions it well and that rather than construct, or improve their own aging ad stack, marketers can work with a number of best-in-breed vendors.

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Ronan Shields

I'm the digital editor at The Drum, and cover adtech and martech. Prefer news and analysis, over opinion pieces. Current fascination(s) are blockchain and media futures trading; also curious about transhumanism on a personal basis. NYC-based, but really London Irish.

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