Xite is betting on Beachfront to improve monetisation both now and well into the future, as this first-of-its-kind solution solves a complex, universal challenge with IP addresses.
“In today’s digital media world, you need innovative partners who can solve complex challenges quickly and efficiently, and Beachfront has become a tech and monetization problem-solving lab for us,” said Xite co-CEO Cees Honig.
“Beachfront is addressing a major issue for Xite, allowing us to unlock and monetize inventory that was previously under-performing due to broken IPv4-based targeting.”
Advertisers and media buyers have long relied on IPv4 addresses as an identifier for targeting and measurement, but with more IPv6-enabled devices coming online, it’s become more challenging to serve ad campaigns. Beachfront’s IPv6-enablement technology surfaces tracking from IPv6 devices to IPv4 environments, which effectively enables more reliable ad delivery and tracking against both types of IP addresses for media buying and selling partners.
“It’s amazing to work with Cees Honig and a media company that truly ‘gets it’ – and to have their trust that we aren’t just cobbling together some basic monetisation solution,” said Ben Abbatiello, VP of advanced TV at Beachfront, who recently joined the company from SpotX.
“Our product team is helping to ease the transition from IPv4-based addresses to IPv6-based identifiers to enable the seamless buying and selling of media across all devices. And in doing so, we’re ensuring XiteXITE is monetising against its entire total addressable market.