PALO ALTO, Calif. A free tool called LayerTag will enable publishers to tell advertisers exactly what's on each page — and to do so anonymously, in order to protect the publisher's direct ad sales. That's the announcement today from Proximic, the ad-environment leader, which last week announced a global partnership with Xaxis.
“Publishers need to protect against channel conflict and Advertisers need data on the impressions they are buying. To attract higher quality inventory and brand advertising, programmatic buying will need more tools like LayerTag to increase trust and safety.”
Proximic will launch LayerTag by making it available to PubMatic's customers in Q4. LayerTag answers the concern expressed by 65% of major brands, who say that the single biggest reason they don't invest more online is a lack of trust. That is, they don't feel comfortable that their ads are winding up in the right place.
“We created the LayerTag Initiative to help publishers and advertisers achieve a very fundamental goal,” said Rodney Mayers, CRO of Proximic, “Publishers need to protect against channel conflict and Advertisers need data on the impressions they are buying. To attract higher quality inventory and brand advertising, programmatic buying will need more tools like LayerTag to increase trust and safety.”
Pubmatic was one of the first partners to sign on to the Initiative and will be instrumental in bringing this solution to their publishers and demand partners.
“We are excited to be a launch partner with Proximic on the LayerTag Initiative,” said Paulina Klimenko, VP of Business Development for PubMatic. “LayerTag is a unique offering to help PubMatic’s publisher customers create truly robust Private Marketplaces, along with a differentiated product offering that meets the needs of our demand partners. We look forward to making LayerTag a valuable part of the ecosystem and are very excited to be working with Proximic on this Initiative.”
Over the coming months, publishers and advertisers are being invited to add their expertise and requirements to the Initiative. Testing is targeted for Q1 2013. Proximic’s LayerTag Initiative is seeking to set the foundation for increasing confidence and trust and safety in buying online inventory using programmatic channels.