Beanstock Media Acquires GhostWriter Ad and Page Delivery Optimization Technology

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First-of-Its-Kind Technology delivers Rich Media around nested iframes

Beanstock Media, the leading premium supply side platform (SSP) specializing in rich media and high impact creative placements, announced today the acquisition of GhostWriter technology and related assets from Digital Fulcrum.

The combination of Beanstock Media and GhostWriter bolsters the delivery capability of the world’s first rich media-enabled SSP by allowing unique iframe-free delivery of specialized units such as expandables, pushdowns, takeovers, skins and other high impact ad formats.

In addition to delivering rich, high impact ads around iframes, GhostWriter speeds up page rendering by prioritizing script execution without investing development time. The technology provides publishers with control over how third-party content is loaded and prioritized, including ads, to maximize yield optimization. Ghostwriter also helps reduce discrepancies between third-party ad serving systems.

Will Alexander, the creator of GhostWriter, explains, “From an advertising perspective, Ghostwriter is a hybrid approach to ad loading that brings together the safety of iframes, such as allowing ads to load without blocking content, and the functionality of scripts, including complete transparency, dynamic ad sizes, and delivery of expandable ad units.”

With the acquisition, Will Alexander also joins Beanstock Media as its CTO. “Beanstock is doing great things and is uniquely positioned in our industry. I’m excited to join the team and continue developing tools to realize Beanstock’s vision of optimizing value for both publishers and advertisers,” said Alexander.

Ghostwriter significantly enhances Beanstock Media’s proprietary Sprout™ technology for delivering rich media using existing ad slots. The combination now allows seamless delivery of rich media without dedicated ad units or interference from iframes.

GhostWriter for publishers is simple to implement. It requires no changes to existing JavaScript or page layouts, no expensive hardware or appliances, no server-side software installation or configuration, and is compatible with all major Web browsers and ad servers. “Publishers can also use GhostWriter to load their own direct-sold campaigns with faster page loads and real-time user monitoring,” said Alexander.

GhostWriter software has powered asynchronous ad loading for the last year for high profile publishers such as Wikia.com, FT.com and Dictionary.com. “Immediately upon implementing Beanstock's GhostWriter solution we saw noticeably improved page load times, lower overall ad serving discrepancies, and, best of all, increased demand for our ad inventory. In the past, exchange based media buyers often ran into various technical issues when attempting to execute expandable and other high impact ad formats on our site. Now, those high value campaigns serve through Beanstock's ad tags without a hitch,” said Brady Hicks, Ad Operations Manager at Dictionary.com.

Ghostwriter for advertisers is equally easy to use, requiring only minimal script testing and implementation. Joe Lyons, CRO at Beanstock Media, said “It’s almost impossible to find quality, iframe-free inventory at scale, so rich media campaigns often go under-delivered. When our demand partners run through Ghostwriter, they improve their margins substantially and that typically results in over 20 percent higher rates and spend levels on Beanstock publishers.”

Publisher Focused Technologies

The GhostWriter asset acquisition follows Beanstock Media’s acquisition of PubHelix last year with the emphasis on providing unique and valuable tools and services for publishers. The Beanstock Media and PubHelix combination created the first privately managed ad exchange for comScore top 1,000 properties. With Pubhelix, Beanstock Media gained 200 key publisher relationships and added valuable in-page display yield management capabilities such as RTB, advanced ad controls, scalable audience targeting and access to virtually all DSPs, trading desks and ad networks.

“The past several years have seen an explosion of innovation in display advertising, but almost none of it aimed at helping publishers and their ad yield,“ said Jim Waltz, CEO of Beanstock Media. “Early SSPs increased efficiencies in managing ad network demand, but didn’t have much impact on publisher revenue. From the beginning, we set out to change that by arming publishers with real tools and services designed to bring them back into the conversation and make them more money.”

About Beanstock Media

Beanstock Media (http://www.beanstockmedia.com) offers a premium supply side platform (SSP) and manages private ad exchanges for an exclusive set of high quality publishers. The Beanstock Media private exchange supports all forms of display advertising – standard, mobile, video and other high impact rich media. Beanstock Media is headquartered in San Francisco, with offices in New York, Philadelphia, Virginia Beach and Seattle. Connect with Beanstock Media on Twitter at @Beanstockmedia.

Media contact:
John McNulty, Beanstock Media
jmcnulty(at)beanstockmedia(dot)com
415-508-5944

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