Major Local Publisher GateHouse Media Launches Private Exchange
(PRESS RELEASE) December 08, 2011 -- NEW YORK, NY -- (Marketwire) -- 12/08/11 -- GateHouse Media, a leading multi-media company providing news and information to local communities, today launched its private exchange with real-time bidding (RTB). The exchange, which is powered by Casale Media's RTB technology and bid management platform, is designed to facilitate buying from select agency trading desks and demand side platforms (DSPs) in order to maximize digital revenue for GateHouse. MediaMath is one of the first demand links offering GateHouse digital inventory via the Private Marketplace feature of its enterprise class buying platform, TerminalOne.
GateHouse Media is the leading provider of local content and advertising in multiple markets in the United States. The multi-media company owns more than 400 web properties across twenty-one U.S. states including 150 local newspapers in the Massachusetts market alone through WickedLocal.com, which allows the company to focus on hyper-local journalism that larger national newspapers cannot provide. GateHouse properties garner more than 80MM page views each month. With online readership up 8.3% in the past year, GateHouse properties continue to deliver in-demand premium local content to consumers.
Casale Media's RTB technology platform, which currently powers its premium exchange, CasaleX, launched in August 2011, opens a new digital revenue stream for GateHouse without sacrificing any control over advertiser quality. The GateHouse private exchange augments its sales channel by flexibly connecting the publisher with high quality advertisers bidding on digital media through agency trading desks and DSPs. Unlike other private exchange offerings, Casale Media gives publishers maximum insight into and control over what brands and campaigns are buying its inventory. Through its private exchange, GateHouse maintains as much control over advertisers as it would in a direct sales relationship. By hand-selecting demand partners like MediaMath that offer a strong roster of brand-safe advertisers, Casale Media adds another level of publisher protection.