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Media Central to launch in-house digital monetization engine AdCentralDirect

The new tech-driven agency solution will connect brands to influential consumers creating revenue for the Toronto-based media giant

Media Central Corporation - Media Central to launch in-house digital monetization engine AdCentralDirect
MediaCentral anticipates that AdCentralDirect will deliver over $5 million in programmatic sales from its existing digital titles between 2020 and 2021

Media Central Corporation Inc (CSE:FLYY) has announced the launch of AdCentralDirect, an in-house mobile and cross-channel demand-side platform agency that connects digital advertising inventory through one interface.

In a statement on Thursday, the Toronto-based media giant said AdCentralDirect will immediately provide brands advertising inventory on the digital platforms of Media Central's flagship titles NOW Magazine in Toronto and Georgia Straight in Vancouver, as well as the company's cannabis-specialty platform Canncentral.com and ECentralSports.com, its digital e-sports and e-gaming title.

As AdCentralDirect evolves, it will unite additional independent alternative publications under its umbrella creating “an attractive solution” for advertisers wanting to connect to influential consumers, said the company.

READ: Media Central connects readers with telehealth services and vast network of doctors during the pandemic

Anton Tikhomirov, who is the SVP of technology and architecture at Media Central, said that “over the next two years,” AdCentralDirect intends to help brands looking to “digitally maximize” their presence in the market.

“In addition to optimizing our own digital ad inventory, this proprietary platform will also bring other local publications together, allowing marketers the opportunity to connect with publishers directly while increasing their CPM rate," said Tikhomirov in a statement.

"This venture creates a material and incremental revenue channel for our existing titles, one that previously did not exist at NOW or the Straight before we acquired them over the past six months," he added.

According to the media group, AdCentralDirect will provide brands with the opportunity to strategically target consumers through display advertising, video content, social media, email and push notifications, while allowing them to monitor the performance of their advertising campaigns in real-time.

Brands will be able to manage campaigns directly through AdCentralDirect's proprietary platform, or leverage the agency's team of professional experts to execute for them, depending on the level of support they require. With Chrome and other browsers phasing out third-party cookies due to privacy rights, the ability for AdCentralDirect to offer advertisers MediaCentral's first-party data will become increasingly valuable,” said the company.

AdCentralDirect will leverage Media Central's 6.5 million monthly readers, to help advertisers effectively target audiences through “psychographics and demographics, by location and device,” providing a smart solution for brands looking to connect with the company's audience.

"The launch of AdCentralDirect is exactly the kind of inventive thinking that is going to propel our titles into modern, profitable media brands,” said Media Central CEO Brian Kalish.

“AdCentralDirect provides us with a built-in revenue driver as we continue our mission to amass an influential audience of 100 million consumers by consolidating and digitizing over 100 independent urban publications across North America. This is an important step as we move forward in building a leading, profitable digital publishing house," he added.

AdCentralDirect is expected to be operational in June this year, said the media group.

MediaCentral anticipates that AdCentralDirect will deliver over $5 million in programmatic sales from its existing digital titles between 2020 and 2021. The company expects to spend roughly $100,000 in the shape of 35% sales commissions and capex costs to realize the rise in sales.

The launch of AdCentralDirect will tap into the growing programmatic advertising market, which exceeded $100 billion for the first time in 2019 and is projected to grow to $147 billion in 2021, according to a forecast from Publicis Groupe media agency Zenith.

Contact the author Uttara Choudhury at [email protected]

Follow her on Twitter: @UttaraProactive

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