Virgin Holidays is among the brands to be rolled into The Exchange Lab’s overhauled global programmatic ad platform – Proteus.
The London-based firm’s new platform, which can run display, mobile and video ads programmatically, across all screens, has been built with API integration designed to enable “two-way dataflow” between Proteus and its demand-side-platform (DSP) partners.
This means advertisers can extract and upload data automatically rather than manually, reducing resource costs, while also facilitating budget management and providing real-time feedback to traders.
The platform has been designed to run personalised content at scale via a single touch point. As a campaign goes live its Read full story ›
Source: The Drum
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