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AudienceScience launches ASI Inventory API, giving advertisers faster integrations

by on July 30, 2014 in Digital Marketing, Latest News, Lead story, Media

AudienceScience® today announced the launch of the ASI Inventory API, an integration initiative that rapidly expands the available inventory to advertisers using AudienceScience’s Gateway SaaS enterprise ad management system.

Through the API, AudienceScience integrates directly with inventory suppliers so that buyers can quickly and easily access ad impressions programmatically. Initial supply partners at launch include LiveRail, MARKETPLACE (AOL Platforms’ SSP) and sovrn.

“For programmatic advertising to deliver the best results, advertisers need access to several supply partners, both to achieve scale and to hit their audience on appropriate sites,” said Jeff Hochberg, Vice President of Business Development, AudienceScience. “The ASI Inventory API is part of our effort to facilitate error-free communication between the buy and sell sides, allowing advertisers to bring programmatic in-house without worrying about long integration times with their preferred suppliers.”

 

Ordinarily, advertisers must request that their DSP make a custom integration with a supply partner, leading to weeks of development and inhibiting the promise of real-time ad buying. With the ASI Inventory API, AudienceScience is handling those integrations itself. With more adoption on the sell-side, overall integration time is reduced, opening up more targeting and programmatic inventory options for buyers.

“Open API efforts, like this one spearheaded by AudienceScience, can provide tangible benefits for both sides of the ad buying equation,” said Richie Brown, Director, Demand Sales at LiveRail. “Through this partnership with LiveRail, AudienceScience clients get access to the world’s largest pool of online video inventory, enabling them to better execute campaigns at scale. By eliminating the need for lengthy, individual integrations with each supply partner, advertisers can access more available inventory faster, and supply partners, like LiveRail, are able to offer our publishers the opportunity to connect with buyers using the Gateway system, a win for all involved.”

“The ASI Inventory API is a great step forward in helping advertisers reach the right consumers in the right environments at the right time,” said Maja Milicevic, VP of Demand Partnerships at sovrn. “Some of the biggest advertisers in the world are using SaaS platforms like this to get closer to the technology and gain more transparency around their ad buys. As a supply side source, our team at sovrn is happy to be part of these efforts.”

 

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