The Programmatic Company improves performance by 25% using Beeswax Bidder-as-a-Service
The Programmatic Company has seen a 25 per cent improvement in the performance of campaigns since deploying Beeswax Bidder-as-a-Service twelve months ago. The independent media operator adopted the technology to improve the effectiveness of the programmatic media it buys and manages on behalf of brands across thirty countries.
In addition the technology, has delivered a 10% reduction in media costs thanks to key features in the platform and the Beeswax pricing model, based on a SaaS fee for usage, rather than a percentage of media spend. This has been notable for video advertising campaigns where higher inventory costs combined with a percentage of media fees could reduce the amount of budget to spend on working media, as well as reduce the effective Cost-Per-Impression (eCPM) of the campaign.
Beeswax also proved better equipped than various other DSPs reviewed for mobile In-App advertising with better workflow and wider access to quality supply.
The Programmatic Company employs data scientists, developers and advanced media traders and has built an automated audience creation tool. The team can access raw data in the Beeswax platform and write scripts to query this log-level data then dynamically populate bid modifiers for their campaigns. Beeswax bid modifiers have also delivered a 10X reduction in the number of line items set up for clients, further increasing efficiency.
Commenting on the results Bruno Vannod, CEO of The Programmatic Company explains, “We found Beeswax enabled us to drive greater efficiency, saving time and money which we can use to deliver operational excellence for our clients. The platform is transparent and has a range of programmatic buying tools to help with modelling and analysing campaigns so that we can deploy a unique approach for each campaign.”
Cadi Jones, Commercial Director EMEA at Beeswax, adds, “The team at The Programmatic Company was underutilised as standard DSPs did not provide access to the log-level data they needed to analyse and fine tune their campaigns to maximum effect. Now they can run scripts to optimise their media spend on behalf of their clients across all formats and maximise the efficiency of their media-buying, whilst also saving time and money. This scientific agile approach is helping The Programmatic Company to grow their business and win new clients in multiple markets.”
Beeswax’s Bidder-as-a-Service allows next-generation marketers to access a highly customisable RTB (real-time bidding) bidder in the cloud without the overhead and complexity that deploying a custom bidder usually entails. Beeswax customers get all of the elements they need to successfully bid on programmatic RTB advertising: access to supply, bidding algorithms, a clean user-interface, APIs, and reporting and analytics. A true cloud service, the Bidder-as-a-Service and can be customised and extended by customers with their own code or modules.
Beeswax was founded in 2014 by industry veterans who recognized that traditional, one-size-fits-all DSPs, originally designed for an agency model, are under-serving today’s sophisticated media buyers. It’s Bidder-as-a-Service™ platform enables brands, media companies, and advertising technology firms to gain greater control, flexibility, and transparency over their programmatic advertising. The Company is based in New York City and investors include The Foundry Group, RRE Ventures, Amasia.vc, You & Mr. Jones, and SV Angel.
The Programmatic Company started its activity in 2016 and has been developing since an environment fully dedicated to planning, managing, reporting and optimizing media campaigns over all the digital environments. On top of this the company supports its clients in operating their digital mediabuying.