New Colossus Connections initiative delivers
on supply path optimization, while maximizing media budgets for
advertisers
HOUSTON,
Nov. 12,
2024 /PRNewswire/ -- Colossus Media LLC
("Colossus SSP"), a subsidiary of the only Black-owned publicly
traded advertising technology company, Direct Digital Holdings,
Inc. (NASDAQ: DRCT), today announced the launch of Colossus
Connections. This new initiative brings advanced direct integration
capabilities to the company's supply-side platform (SSP). This
program is designed to optimize supply path efficiency for
advertisers through streamlined, direct connections with top
demand-side platforms (DSPs), ensuring a more efficient,
cost-effective, and impactful programmatic ecosystem.
Colossus Connections enables Colossus SSP to
establish and foster direct integrations with leading DSPs,
reducing intermediaries and enhancing transparency and control for
advertisers. By consolidating pathways between buyers and sellers,
the initiative gives advertisers a clearer view of their media
supply chain, ultimately driving more meaningful engagement and
outcomes. In recent months, Colossus SSP has rapidly advanced its
integration efforts, with two of the top 10 DSP partners already
onboarded and expected to go live in 2025.
"Our goal with Colossus Connections is to
simplify and elevate the ad delivery process by ensuring that every
connection is valuable for advertisers and publishers," said
Mark D. Walker, CEO and Co-Founder
of Direct Digital Holdings. "This program aligns with our
commitment to provide premium programmatic solutions and to enhance
value for advertisers by optimizing each step of the supply
path."
The importance of supply path optimization (SPO)
continues to grow across the industry. According to IAS, 95% of ad
buyers are implementing or planning to implement SPO technology
next year. Colossus Connections directly responds to this demand,
empowering advertisers with more efficient and transparent pathways
to access digital inventory while supporting underrepresented
publishers within the programmatic ecosystem.
Reducing connections and streamlining SPO cuts
down on the "adtech tax" by minimizing the number of intermediaries
in the ad transaction process. Each intermediary takes a percentage
of the ad spend, so a cleaner, more direct path reduces these fees.
This efficiency allows a more significant share of the budget to
reach publishers and ensures that advertisers' investments go
further, creating a more cost-effective ecosystem for all
parties.
This strategic initiative is supported by the
recent $20 million Equity Reserve
Facility with New Circle Principal Investments LLC, which provides
Direct Digital Holdings with the flexibility to drive key growth
initiatives across its platform. This financing will empower the
continued development of Colossus Connections, enabling Direct
Digital Holdings to invest in the technology and partnerships
necessary to advance its SPO and integration efforts.
"The funding has enabled the expansion of our
technology and strategic capabilities, benefiting both publishers
and advertisers," said Walker. "It also opens the door to new
growth opportunities, like Colossus Connections."
Founded in 2012, Colossus SSP, as part of Direct
Digital Holdings, the only Black-owned, publicly-traded digital
advertising technology business in the U.S., is dedicated to
fostering diversity in the programmatic marketplace. Colossus SSP
is the only minority-owned SSP on the public market, championing
fair access for all publishers, regardless of size, ensuring they
can attract advertiser budgets despite industry challenges like
inventory minimums. By offering the tools, expertise, and
customized marketplace solutions to support publishers and
advertisers, Colossus SSP drives effective ad campaigns and helps
brands and agencies meet diversity, equity, and inclusion (DEI)
goals in their media buys.
For more information about Colossus Connections,
DSPs can reach out to Colossus SSP via our Contact Us page.
About Colossus Media LLC
Colossus Media LLC owns and operates Colossus SSP. The company
offers a unified platform that serves various clients across
various sectors, managing billions of monthly impressions. Colossus
SSP is committed to providing innovative, data-driven advertising
solutions prioritizing ROI, DEI, and sustainability.
About Direct Digital Holdings
Direct Digital Holdings (Nasdaq: DRCT) brings
state-of-the-art sell- and buy-side advertising platforms together
under one umbrella company. Direct Digital Holdings' sell-side
platform, Colossus SSP, offers advertisers of all sizes extensive
reach within the general market and multicultural media properties.
The Company's buy-side platform, Orange 142, delivers significant
ROI for middle-market advertisers by providing data-optimized
programmatic solutions for businesses in sectors ranging from
energy to healthcare to travel to financial services. Direct
Digital Holdings' sell- and buy-side solutions generate billions of
impressions per month across display, CTV, in-app, and other media
channels.
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SOURCE Direct Digital Holdings