Catalyst S+F Brings Flash Sales to Ad Buying
Media consultancy launches 'Gilt Groupe for the media community'
Marketing consultancy Catalyst S+F has come up with a new way to connect media buyers with ad inventory—and for inspiration, it looked to consumer sales sites like Gilt Groupe.
Catalyst partner Christian Arens said the new service, called Good Buys Media, originated in the consultancy's work with ad tech companies. As ad networks proliferate, it's harder for them to differentiate themselves and to convince media buyers that they offer premium inventory. If those networks just want to fill the inventory, they could sell it on ad exchanges, but there are drawbacks, he said.
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