Undertone, a provider of digital advertising solutions for brands, announced the launch of its new technology platform, Virtuoso.
According to details shared with MMW, Virtuoso is an “end-to-end platform solution that combines creative design, advanced data and analytics, and brand campaign planning and management.”
“Virtuoso provides marketers and agencies with automated access to a range of premium, high impact advertisements served across digital screens and displayed on high quality publisher sites via two executive programmatic offerings,” the company says.
ImpactDirect, a programmatic direct, using Undertones’ methodology and third party validation, will give marketers access to exclusive inventory that’s been filtered for brand safety and quality. Also, the company’s OpenMarket product will “provide clients with the opportunity to purchase standard brand-safe inventory across the broader programmatic ecosystem.”
“Efforts like Virtuoso from Undertone will benefit advertisers who are looking for programmatic, brand-building solutions,” says Vin Paolozzi, Vice President, Marketplace Development and Investment at Magna Global.
Magna Global expects US programmatic advertising revenue to be $9.8 billion in the United States in 2014.
Undertone announced the acquisition of programmatic advertising company Upfront Digital Media in June. The launch of Virtuoso completes the integration of Upfront Digital Media into Undertone’s existing technology stack.