C1X is an online advertising technology company that is building a "Class One Exchange" for Premium Advertising Inventory.

C1X is an online advertising technology company that is building exactly what the company name suggests - ...
See More A "Class One Exchange" for Premium Advertising Inventory.

In online advertising, the process for the buy-side (advertisers and agencies) to buy reserved (o5r “guaranteed”) inventory from publishers has been long (more than 47 steps), complicated (many people on phones, emails, spreadsheets and even faxes) and expensive (estimated that 40% of the budget is used for operation).

For the past half-decade, Real-time-bidding (RTB) had been the prodigy that many believed would become the dominant future of online advertising. However, on the buy-side, the non-guaranteed and opaque nature of the RTB market raised doubts especially from brand advertisers. On the sell-side, publishers feared that RTB would devalue premium inventory as well as effectively forfeits publishers’ control over their own inventory. As a result, RTB has been limited to approximately 20% of display advertising spending, and the cumbersome but reliable manual processes of reserved buying have endured.

Programmatic Direct technology is an evolution of direct/guaranteed buying and selling of online advertisements towards automation and efficiency. With C1X, both the buy-side and the sell-side will be able to use less time and energy on operations and focus on the value-adding activities of advertising.