Martini Media's affluent target are hardly "1 percenters." Brand defines the group as those making $100k annually and up. We asked Brand to define what the premium aspect of Martini Media's programmatic marketplace is:
"To start, we define 'premium' as advertising aimed at a $100k-plus audience, followed by guaranteed inventory," he said. "Secondly, premium is about brand advertising with IAB Rising Stars rich media units -- which is similar to TV advertising, in that it's one ad engaging with a consumer at one time."
He continued, "It needs to have video within the unit, which tends to raise the... CPMs. In addition to that, premium ads must come attached with first-, second- and third party data. Lastly, it should be measured like TV, such as validated GRPs or Nielsen's Online Campaign Ratings."
The private marketplace's debut is being timed ahead of the 2013 Television Network Upfronts and the New Digital Upfronts, which was started as counter-programming against the annual TV ad sales negotiating period and is a time when marketers and agencies are looking for places to spend their money for the fall primetime season.
Martini Media’s marketplace launch partners include display video specialist AdGent, which will concentrate on delivering tablet ads; AppNexus ("We eventually need to be on multiple exchanges, but AppNexus is a great one to start with" Brand said); Forbes ("This is what we mean when we talk about premium content," he noted); nPario for data management; and MOAT for display measurement.
So where does all this effort behind the private marketplace leave Martini Live?
"The great thing about being a startup is that you get to cannibalize yourself," Brand said. "Martini Live continues to grow and it has standard media and it will be dovetailed into the programmatic marketplace. The two will work side by side. But it's all just following the marketplace. Last year, 20% of our business was programmatic, and this year it will be 30%. By next year, 50% of our business will be automated. We've been laying the groundwork for that to happen more quickly than it would otherwise. Plus, you can't fight innovation. And more often than not, that tends to mean employing more automation in whatever it is you do."