Rapt, publicis team on analytics for media buyers

Rapt is ramification out from its traditional focus on publisher-side yield direction to offer stock list and price prediction tools for media buyers. The firm has teamed with Publicis to introduce Rapt info Services, which it says will help marketers assign value to digital ad stock list by projecting likely demand based on historic data.

Publicis's media operations helped designing the service to entreaty to ad buyers, according to Tim Hanlon, EVP of Publicis-owned digital consultancy Denuo. Publicis divisions including Starcom MediaVest Group, ZenithOptimedia, and Digitas will have entree to the Rapt info Services data, but the human relationship is not scoop.

"In order for this to work it has to be attractive to all agencies and buyers and marketer, not just us," Hanlon said. "The procedure of media is much more sophisticated and data-driven than ever earlier, and we're trying to take progressive tense action on being at the front of that curve."

Rapt describes the merchandise as a needed data complement to the traditional traffic and reach-based information that has long dominated digital media purchasing decisions.

"The more data that everyone has the good off everybody will be," said Ben Crain, VP of selling and confederation for Rapt. "Right now the digital media marketplace both on the buy side and sell side is very opaque. There is not a park understanding of what these plus are worth, and that has an impact on the assurance that marketers have in the space."

Publicis claims to represent $1.5 billion in "cross-Internet" ad disbursement across all clients. "Efficiency alone makes a human relationship with person like Rapt a worthwhile endeavor," said Denuo's Hanlon.

Rapt info Services is in beta, with a full general launch expected sometime inside the sec quarter of the year. Entree will be based on subscriptions.