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OpenX, ExchangeWire Research: Programmatic Still Good ValueAnything that improves returns for programmatic advertisers would be welcomed by the industry.

Now DelPlaya Media, Inc., a leading monetization platform for premium publishers, is debuting an offering that may help. The company has released the “Rincon Private Market,” the company’s innovative, new In-App and mobile web video and banner ad marketplace for select demand partners (as well as advertising agencies and their trading desks).

Rincon Private Market comes after almost two years of research and development focused on optimizing for demand partners the buying and selling of unique mobile advertising inventory sourced directly from premium properties. It also supports much-valued third-party measurement for much of the In-App inventory, including viewability, which will increase confidence in the quality of In-App video impressions.

“The Rincon Private Market contains unique and differentiated advertising inventory seen by over 100 million users per month directly sourced from numerous premium Apps and websites,” reads the official word sent to MAW. “Rincon also contains inventory that is made available before it goes to an exchange or mediation partner where multiple supply aggregators access the inventory.”

“We built Rincon to improve our advertisers’ access to unique, premium In-App and mobile web inventory,” said John Williams, DelPlaya’s CEO. “Rincon contains direct, differentiated inventory and supports third-party viewability and non-human traffic measurement so In-App video inventory can be purchased with the same certainty as mobile web and desktop video.”

Rincon, if you’re not familiar, supports display and video inventory on desktop and mobile, including In-App, and complies with OpenRTB 2.3 standards. Additionally, Rincon supports data management solutions like BlueKai and others.

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