Starcom MediaVest Group launches RTB marketplace

The media co has partnered with Olive Media and TC Media for the new platform.

Starcom MediaVest Group has announced it has partnered with Olive Media and TC Media to launch a RTB marketplace.

The new launch, which is available now, will give Starcom MediaVest Group clients, including P&G, TD Bank and RIM, access to inventory on Canadian sites available through both Olive Media and TC Media in English and French on the RTB marketplace.

“Our clients are continually asking us to explore opportunities to drive efficient buying practices without compromising quality inventory or brand safety,” said Raymond Reid, VP, group director, digital, MediaVest Canada, in a release.

Starcom MediaVest Group chose to partner with Olive Media and TC Media for the platform because of both the content they have access to through their networks and the technology they have in use to support their private exchanges, according to the release.

Jennifer Holgate, senior VP, digital, Starcom MediaVest Group tells MiC that performance clients will be the ones using the RTB maketplace, because brands need to use this platform for a call to action, not simply brand awareness.