AddSwitch rebrands to AddSuite, offers programmatic buying

The company, part of the Ole! Media Group (OMG) is a digital advertising services company that helps digital publishers to maximise revenue from advertising sales within a real-time environment. Advertisers also benefit from a higher ROI on their ad spend, through broader market exposure and improved audience targeting.

Chris Wilson, GM of AddSuite, says, "Our new name says it all: with the carefully selected suite of products at our disposal, we add value for online publishers as well as for their advertising clients."

Adding programmatic to the mix

Complementing this is the inclusion of a focused 'programmatic trading' division, managed by Alessandro Valecic, as Head of Platforms. Valecic specialises in the areas of programmatic buying & selling, SEO, Google Ad exchange and DSP & SSP integration and has a strong background in online marketing.

Defined as 'online display advertising that is aggregated, booked, flighted, analysed and optimised via artificial intelligent software systems,' programmatic buying uses a combination of automated Real-Time-Bidding (RTB) and non-RTB buying methods, bringing display messages to a pre-qualified and targeted audience.

He believes that programmatic buying is decisively changing the face of digital advertising and that publishers need to get to grips with the fast evolving, data-driven digital ecosystem within which programmatic buying mechanisms effortlessly interface.

"It is vital to connect the dots from the outset - whether it is understanding who your audience is and what to serve them or streamlining the actual processes of serving digital content and ads. Programmatic platforms answer both."

Overcoming audience fragmentation

Programmatic ad trading helps to overcome the problem of an increasingly fragmented audience as the digisphere continues to expand, and the process is fast becoming the publisher's new BFF. However, it is also beneficial for the advertiser as it translates into relevance for the viewing consumer and can extend beyond pure advertising to include custom content and a consumer's interaction with any form of digital touch-point.