The backers of a new technology platform are promising to radically alter the process of planning and buying media in Canada with a website they’re calling the Expedia of media.
The platform, called Discover Media House, claims to be the first programmatic ad-trading platform in Canada, incorporating radio, print, television, online and out-of-home advertising in one ad exchange. It also contains extensive market data to help buyers focus on their target consumer and compare pricing across different advertising channels.
“There is so much innovation happening in our industry right now and the developing category of offline programmatic represents one of the largest opportunities,” said Discover Media House Media founder Steve Lowry, in a statement. “We’re excited about empowering businesses to execute impactful ad campaigns with the most efficient spends.”
The platform is meant to be a platform for advertisers and media companies to meet. Advertisers can plan their campaign, enter their desired characteristics and find the best match from available inventory, and media companies can hold supplier auctions, review and transact deals and get post-campaign reports – suppliers pay a “small percentage” on transactions to cover the cost of the platform.
Lowry is no stranger to the programmatic advertising space. He’s also the co-founder and operator of Play Taxi Media, which puts screens into taxi cabs that stream advertising, games and other content. Lowry said he saw a need to connect ad buyers more directly to ad sellers with streamlined communications and better transparency.
Investment firm Palmer Rogers Encore has invested in the Discover Media House platform.
“Programmatic technology has drastically changed media buying in the online space,” said Frank Palmer, chairman/CEO of advertising company DDB Canada and a Palmer Rogers Encore principal, in a statement. “With the platform that Discover Media House has created, it is clear that traditional media is about to undergo the same transformation. This is the future of advertising – faster, more efficient and more cost-effective for agencies.”