Longtail to launch bidr – an independent digital media trading desk in both Sydney and Perth

Leading Perth digital agency Longtail has announced it is launching its own trading desk – a specialist digital media trading and optimization company called bidr.

bidr will open for business in both Perthand Sydney, and officially begins trading on September 1st.

Longtail founder and CEO, Carlo Bertozzi (left), said bidr will open up the digital media landscape for clients seeking a media only solution, allowing them to deploy more targeted, relevant display, mobile and search campaigns, reducing waste, protecting their data and producing higher engagement and response rates.

“We know there are many clients in the Australian market frustrated at their inability to unlock the opportunity presented by digital media and customer data.” said Bertozzi. “We strongly believe there is a role for a new breed of digital media independent in this market which is able to transparently leverage screen-traded media and RTB”.

Bertozzi believes bidr will appeal to clients keen to build market share, who are strongly acquisitions focused and understand the value of their customers. It also anticipates working with select strategic agency partners who want to engage with a specialist in this area to support their business. He said the company uses best of breed advertising technology, an ever-evolving mix of inter-related platforms, to deliver on itsaudience and data strategies.

“As one of the first agencies in Australia to actively leverage screen-traded digital media and audience targeting as far back as 2008, we have proved the value of combining micro- segmentation, audience insights and real time bidding.”

The methodology and models that underpinthe bidr model have evolved from the innovative approach to digital media that Longtail developed over the last four years, integrating strategy, technology, creative and execution.

“We also have significant experience in delivering data driven display campaigns at a regional level across all of the key states – which in itself requires a very specific skillset and understanding of the digital landscape.” said Bertozzi.