Modern Marketing Adtech

Minute Media cuts out the middleman to sell advertising direct

By John Glenday | Reporter

September 16, 2022 | 4 min read

The Players’ Tribune owner is closing the gap between publisher and advertiser with its in-house supply-side platform​.

Minute Media

Minute Media claims it can give publishers unique direct-sold and premium programmatic demand, superior CPMs and RPM yield

Minute Media has marked its 10th anniversary by breaking with convention to launch an in-house supply-side platform (SSP) to sell its adverts, rather than turn to a third party.

The athlete-centric tech and digital publishing company, owner of titles such as FanSided, 90min and The Players’ Tribune, is reaching out directly to publishers, advertisers and brands utilizing programmatic advertising to cut out the middleman, bolstering overall revenues in the process.

By closing the gap between publisher and advertiser, Minute Media believes it can streamline the ad-buying process while retaining greater control of its destiny.

To facilitate this, Minute Media is integrating with third-party video players such as Voltax, a proprietary online multimedia platform for publishers. Demand-side platforms can connect directly to this set-up or via BidSwitch, an intermediary programmatic infrastructure provider.

Tom Webster, executive vice-president of global publisher platforms at Minute Media, said: “As a publisher ourselves now with six properties, we created our SSP so that other publishers can access Minute Media’s ad stack and direct demand across display, video, app and CTV. Built on our experience developing in-house video technology, and strong direct relationships with advertisers and publishers, our global sales team indicated that a Minute Media SSP was a clear opportunity for growth.”

As a result Minute Media claims it can furnish publishers with unique direct-sold and premium programmatic demand, superior CPMs and RPM yield. Brands and advertisers, meanwhile, are set to benefit from one-stop-shop access to global audiences and premium content.

Over 50 publishers and a dozen programmatic buyers have already signed up for the service, which offers a suite of tools including machine learning, dynamic floor pricing and yield maximization to streamline the process.

Minute Media has been laying the groundwork for today’s move by hoovering up premium sports content to capitalize on the advertising opportunities presented by a relaxation of gambling laws in the US.

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