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Virgin Holidays among the brands to be rolled into The Exchange Lab’s global programmatic platform Proteus

Virgin Holidays is to be rolled into The Exchange Lab’s programmatic ad platform, Proteus.

Virgin Holidays is among the brands to be rolled into The Exchange Lab’s overhauled global programmatic ad platform – Proteus.

The London-based firm’s new platform, which can run display, mobile and video ads programmatically, across all screens, has been built with API integration designed to enable “two-way dataflow" between Proteus and its demand-side-platform (DSP) partners.

This means advertisers can extract and upload data automatically rather than manually, reducing resource costs, while also facilitating budget management and providing real-time feedback to traders.

The platform has been designed to run personalised content at scale via a single touch point. As a campaign goes live its budget is allocated to specific DSPs and the insights are analysed by traders, this then means traders can move budget in real time

Ten major DSPs have plugged in to the new offering, including MediaMath, Turn, AppNexus, TubeMogul, AOL’s AdLearn Open Platform, Adbrand, Yahoo Ad Exchange and DoubleClick Ad Exchange.

Chris Dobson, executive chairman of The Exchange Lab, and former executive vice president of advertising at BBC Worldwide, said technology in business is about the future, not the present, and that the new platform is designed to cater to future business models, which will inevitiably be put in play in the coming months.

The Exchange Lab topped the global International Media Survey for ‘transparency and accountability’, published earlier this month, beating Facebook, Google, Twitter and Yahoo.

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