Adelphic, Juice Mobile broker a buy-side partnership

Trading desks can access two different buying methods on the demand-side platform.

Two ad-tech companies have brokered a kind of sibling partnership.

U.S.-based demand-side platform Adelphic has tied up with Juice Mobile to integrate the latter’s Nectar Futures platform into its own.

As a result, agency trading desks will be able to access two buying formats through a single login, giving clients of both companies access to two differing methods of picking up inventory.

The Nectars Futures platform, which launched last month, gives advertisers the option to advance-buy by reserving blocks of mobile inventory for future purchase. Juice Mobile says it is the first such platform of its kind.

The move is a response to client demands to supplement real-time buying with future-focused guaranteed buys, according to Neil Sweeney, Juice Mobile’s CEO, who recently sold his company to Yellow Pages for $35 million dollars.

The deal gives buyers on the trading desk a single platform from which to activate mobile buys. It also cuts down on “the amount of manual work needed to secure direct guaranteed inventory from premium publishers,” Sweeney said.

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