IDG’s TechNetwork partnered with Admeld to create a private exchange in which they could aggregate their high-end inventory in an exclusive, biddable marketplace called The Tech Media Exchange (TMX).
With publishing brands such as Macworld and PC World, International Data Group (IDG) is one of the world’s leaders in technology content. IDG’s TechNetwork aggregates premium audiences across more than 460 high-quality, independent sites spanning business technology, consumer technology and digital entertainment worldwide. In order to drive higher revenues and attract additional sites to it’s network, IDG sought to create a private ad exchange over which they had complete control.
Launched in January 2011, IDG’s Tech Media Exchange (TMX) was the industry’s first private exchange for the technology content vertical. Based on technology from Admeld’s core platform, TMX gives IDG the ability to demand highest possible rates and in turn, provides marketers access to a premium tech-focused audience through a Real Time Bidding (RTB) environment. The exchange launched with more than than 500 select web sites and is currently accessible to a select group of demand-side platforms (DSPs) and agency trading desks on an invitation-only basis.
The Tech Media Exchange (TMX) had proven to be a win-win situation for both buyer and seller -- IDG commands a significantly higher dollar amount for their properties and the buy side only accesses to top-quality, highly targeted inventory.