NEW YORK, NY - December 8, 2011 — GateHouse Media, a leading multi-media company providing news and information to local communities, today launched its private exchange with real-time bidding (RTB). The exchange, which is powered by Casale Media's RTB technology and bid management platform, is designed to facilitate buying from select agency trading desks and demand side platforms (DSPs) in order to maximize digital revenue for GateHouse. MediaMath is one of the first demand links offering GateHouse digital inventory via the Private Marketplace feature of its enterprise class buying platform, TerminalOne.
GateHouse Media is the leading provider of local content and advertising in multiple markets in the United States. The multi-media company owns more than 400 web properties across twenty-one U.S. states including 150 local newspapers in the Massachusetts market alone through WickedLocal.com, which allows the company to focus on hyper-local journalism that larger national newspapers cannot provide. GateHouse properties garner more than 80MM page views each month. With online readership up 8.3% in the past year, GateHouse properties continue to deliver in-demand premium local content to consumers.
Casale Media's RTB technology platform, which currently powers its premium exchange, CasaleX, launched in August 2011, opens a new digital revenue stream for GateHouse without sacrificing any control over advertiser quality. The GateHouse private exchange augments its sales channel by flexibly connecting the publisher with high quality advertisers bidding on digital media through agency trading desks and DSPs. Unlike other private exchange offerings, Casale Media gives publishers maximum insight into and control over what brands and campaigns are buying its inventory. Through its private exchange, GateHouse maintains as much control over advertisers as it would in a direct sales relationship. By hand-selecting demand partners like MediaMath that offer a strong roster of brand-safe advertisers, Casale Media adds another level of publisher protection.
"Our goal is to deliver the best in local content and complement it with high quality, relevant local and national advertising," said Kirk Davis, President and COO at GateHouse Media. "Launching a private exchange with Casale Media increases our advertising reach and allows us to maximize digital revenue from a new breed of media buyers, which is a major objective in our transformational strategy. We look forward to working with demand partners, like MediaMath, who recognize the power of combining premium publisher environments with brand safe advertising content."
"We built our RTB technology to connect the best publishers with the highest quality advertisers. GateHouse and MediaMath represent the perfect partners in this pursuit," said Joe Casale, CEO of Casale Media. "In the past year we've listened closely to our clients and they've asked for help in accessing RTB demand from premium digital advertisers in a safe and controlled way. GateHouse is one of the first to benefit from our technology innovation."
The company's premium advertising network, MediaNet®, is used by eight of the top 10 U.S. online display advertisers and reaches nearly 70 percent of the U.S. online audience across more than 3,000 actively monitored properties. One of the leading independent digital media companies, Casale Media is guided by its dedication to needs-based development and quality-focused culture. More information is available at www.casalemedia.com.