engage:BDR integrations growth lifts revenue
engage:BDR (ASX:EN1) has today provided a market update on its programmatic integration process, including time and cost expenditures.
The company’s proprietary technology acts as an intermediary between advertisers and website and app publishers by consolidating advertising inventory (video and display content); automating the sales channels and workflows for both advertisers and publishers; and offering precise targeting capabilities at scale to advertisers.
This automated process of online advertising inventory trading is called “programmatic advertising”.
EN1 has over 175 programmatic integrations including many large players in the US, European and APAC marketplaces.
Historically, advertising campaigns were purchased and sold manually with expensive sales people, paper contracts and 6+ month sales cycles (non-programmatic), which was both costly, political and inefficient. This streamlined integration process cuts out all external costs, only requiring engineer labour.
Beginning in 2018, EN1 had about 80 integrations on its platform; a year later and it has more than doubled that figure. More integrations mean more ability to generate revenue for every ad opportunity that a publisher produces.
And thanks to recent publisher activations, over the past few days, EN1’s end of quarter daily revenue through its programmatic integrations has been trending stronger than previous quarter’s average revenue per day.
This comes after EN1 last week announced the activation of dormant partnerships, which were generating about US$20,000 (~A$28,000) per day. Management has now reported that revenue per day has significantly exceeded those figures in the past few days and say a market update will be provided shortly with regards to these results.
EN1 reported that the vast majority of its integrated partners were challenging to obtain. That’s because viable programmatic players are very selective, seeking to only integrate with top-tier, highly credible companies that provide significant value within the programmatic ecosystem. These companies look to share their traffic, buyers, and demand with strong partners.
Following EN1’s acquisition of AdCel, integration opportunities grew significantly with the addition of AdCel’s 40+ incremental demand partners onto EN1’s platform. Note that AdCel’s 40+ demand partners are not included within the 175 engage:BDR integration figure, but are expected to be boarded over the next 18 months.