GateHouse Media Continues Expansion of Online Private Ad Exchange

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By: Press Release | GateHouse Media

NEW YORK – (November 15, 2012) – GateHouse Media, a leading multimedia company providing news and information to local communities, today announced the addition of 15 publishers to its private ad exchange, adhance media. The private ad exchange now comprises more than 500 local, hyper-local and major city newspapers and broadcast sites nationwide including Schurz, Morris Communications, The Seattle Times, CNHI, The Ogden Newspapers, Inc. and TheColumbus Dispatch. adhance media now provides agencies and advertisers with a wider national reach with locally-targeted audiences.  

adhance media, powered by Index Platform, a sell-side platform (SSP) from Casale Media, unites a community of premium sites, providing quality demographic and geographic targeting options for national brands. By leveraging their combined scale, all participants in the private ad exchange have access to thousands of advertisers through demand side platforms (DSPs) and agency trading desks (ATDs).  

“The goal of adhance media is to expand beyond GateHouse Media’s regional properties and give more and more local publishers the opportunity to grow their digital revenue through programmatic selling and real-time bidding,” said Mike Moreau, VP of digital at GateHouse Media. “We will continue to seek like-minded publishers for the private ad exchange. It’s exciting to see publishers come together to embrace this private selling model.”  

“The opportunity to buy quality inventory on behalf of our national advertisers is extremelyvaluable and adhance makes it easy,” said Alec Greenberg, VP of media operations at Media 6 Degrees. “They’ve successfully established meaningful scale without compromising quality by selectively bringing together premium news publications from across the U.S. The combination of brand-safe inventory being available at scale across a highly capable platform is what we ask of our partners and adhance continues to over deliver.”  

adhance media is powered by Index Platform, an SSP created by Casale Media. A fully transparent real-time bidding (RTB) management technology, Index Platform opens new revenue streams for publishers by facilitating RTB advertising demand from DSPs andATDs. Its RTB technology and bid management platform delivers advanced control and channel protection for publishers with full support for DealID, a new technology standard that enables advanced and easy selling within private exchange environments.  

“We built Index Platform to enable publishers to harness the growing advertising demand coming from RTB,” said Andrew Casale, VP of strategy at Casale Media. “The national expansion of adhance media demonstrates the customization and expansion that the private exchange model allows for publishers. It shows how RTB technology can benefit publishers by giving them access to more demand from premium advertisers in a safe and controlled way.”  

For more information on adhance media, please visit  

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