Press Release: Cox Enterprises Launches COMET (Cox Media Technology), a Unified Programmatic Platform
San Francisco, CA, April 5, 2017 – Cox Enterprises Inc. today announced the launch of its latest technology investment, COMET (Cox Media Technology). COMET is a unified programmatic platform that connects buyers and sellers across all advertising channels, including desktop, mobile, video, and TV. The platform brings value and efficiency to the transaction of media, backed by Silicon Valley engineering and proprietary data from Cox’s dozens of companies.
COMET’s programmatic platform leverages artificial intelligence and anti-fraud technology alongside datasets from Cox Automotive (Kelley Blue Book, Autotrader), Cox Communications, and Cox Media Group to provide buyers and sellers with tools that increase return on investment (ROI). The technology powers the transaction of media across all advertising channels and in various formats, such as display, pre-roll video and OTT.
“Our company’s investment in COMET is an example of our commitment to drive innovation and enhance the customer experience,” said Cox Enterprises Executive Vice President and Chief Operating Officer Alex Taylor. “COMET’s technology will use customized data to establish meaningful connections to better serve the needs of the constantly evolving advertising ecosystem.”
The holistic programmatic platform includes several proprietary technology features of note. COMET’s on-going anti-fraud initiatives include real-time inventory quality checks for 100 percent of the impressions passing through the platform, managed both internally and by two independent verification services. COMET’s Focal™ uses machine learning technology to simulate buy-side demand and test the performance of an impression in a live-market scenario. Additionally, COMET Radius™ fills in missing impression data points and layers on additional information to every impression passing through the platform.
“COMET’s offerings anticipate the evolving needs and demands of the programmatic marketplace,” said Scott Siegler, COMET’s president, general manager and SVP of engineering. “Our technology, combined with the powerful data available from across Cox Enterprises, vests radical value and efficiency in the hands of both publishers and ad buyers. In launching this platform, we’re looking to create an ecosystem that supports the transaction of impressions across all advertising channels.”
As the technology arm of Cox Enterprises, COMET also powers the Cox Innovation Lab. Businesses can leverage COMET’s strategic business assets, specialized technology, engineering resources and research capabilities to develop superior technology solutions.
“The world of advertising is transforming before our eyes, and the necessity to support this evolving marketplace is expanding,” said Duncan O’Brien, senior vice president and general manager of corporate strategy and investments for Cox Enterprises. “Cox is fusing technology with data, access and expertise to better serve the needs of the advertising ecosystem. We have a long, proud history in the media industry, and with COMET, we’re using this experience and knowledge to best prepare for the future of the advertising business.”
For more information on COMET and its offerings, please visit www.coxmt.com.
About Cox Enterprises:
Cox Enterprises is a leading communications, media and automotive services company. With revenues exceeding $20 billion and approximately 60,000 employees, the company’s major operating subsidiaries include Cox Communications (cable television distribution, high-speed Internet access, telephone, home security and automation, commercial telecommunications and advertising solutions); Cox Automotive (automotive-related auctions, financial services, media and software solutions); and Cox Media Group (television and radio stations, digital media, newspapers and advertising sales rep firms).
The company’s major national brands include Autotrader, Kelley Blue Book and Manheim. Through Cox Automotive, the company’s international operations stretch across Asia, Australia, Europe and Latin America.
COMET (Cox Media Technology) is a unified programmatic platform from Cox Enterprises. We leverage powerful technology and exclusive data to connect buyers and sellers across desktop, mobile, video and TV. Backed by world-class engineering, our ad exchange features unique applications of machine-learning alongside proprietary datasets from across Cox. This combination delivers unmatched yield, efficiency and return on investment across the marketplace. COMET serves as the technology arm of Cox Enterprises, providing specialized technology, research and resources via the Cox Innovation Lab. The company is headquartered in San Francisco with offices in New York. For more information, please visit www.coxmt.com.