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Dailymotion pushes into private programmatic ad trading with global premium video exchange

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By Jessica Davies, News Editor

September 28, 2014 | 2 min read

Dailymotion has taken a major step into the private programmatic ad trading arena with the launch of a global, premium video exchange.

The move will open up the ability for the YouTube rival’s advertisers bid on highly targeted video ad inventory in real time via the Dailymotion Exchange (DMX).

The platform, which claims a monthly audience of 1.5bn people globally, provides advanced targeting features from which advertisers can select, including contextual data, audience profiles taken from first-party data comprising socio-demographic, behavioural and interests-based targeting, across desktop, mobile, tablet and connected TV screens.

Advertisers can also bid on video inventory on the platform in real time or can make private deals by purchasing guaranteed volumes.

DMX plugs into demand-side platforms (DSPs), which opens up more than 1.5bn monthly impressions to agency and advertisers trading desks, the company has claimed.

It has also partnered with LiveRail for is supply-side platform (SSP), which links linking automated buyers and sellers, and profiling data expert Krux for its data management platform (DMP).

Dailymotion has a strong sports content offering, and recently signed Spanish giants FC Barcelona on an exclusive deal, while it has also added deals with the NBA, NFL, NHL and French Football Federation to its content line-up.

Last year it revealed plans to launch original content production studios in the UK and US as part of plans to introduce more premium, orginal content to the platform, as part of plans to distance itself from rival YouTube's domination of user-generated content.

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