BPA Worldwide this week announced the official launch of its B2B Media Exchange, a programmatic marketplace connecting advertisers with brand-safe B2B media suppliers. More than 100 business brands have signed on for the debut, including publishers such as SourceMedia, PennWell, GrandView Media and Wainer Finest Communication's Whole Foods Magazine.   

"Grand View Media is eager to partner with the exchange, as it offers the opportunity to sell and buy pre-audited valuable inventory that is relevant to the B2B marketplace and  increase our scale on campaigns," said Michael Ring, Grand View Media's Digital Advertising Director. 

While programmatic is often defined as open auctions, many advertisers are migrating to vetted programmatic marketplaces  and automated direct guarantees. The B2B Media Exchange allows advertisers to activate within automated systems while maintaining media relationships. In addition to supporting publisher-direct advertising, the B2B Media Exchange provides publishers with access to demand from major trading desks, and brands via its private marketplace. A full list of participating media brands is available here.   

“Our corporate mission is providing marketers with assurance of quality for their media spend,” said Scott Roulet, Vice President of the B2B Media Exchange. “The integrity of the programmatic ecosystem has been clouded by suppliers with compromised editorial standards and fraud. As demonstrated by the rapid adoption, our exchange is eliminating barriers for qualified specialty publishers to succeed in programmatic and that will provide marketers the value they expect.”

At the Business Information & Media Summit next week in Ft. Lauderdale, Roulet will lead a panel called, "The Business Case for Sales Automation (Hint: It Doesn't Mean Giving Up Control)," featuring Marcus Witte,  VP of Integrated Marketing and Demand Generation at SourceMedia, Jason Abbate, Director of Interactions at B2B agency Stein IAS, and Lulu Phongmany, VP of Strategic Partnerships at PulsePoint, which powers the B2B Media Exchange.   

Matt Kinsman is vice president of content + programming at Connectiv, the only association focused on the integrated b-to-b model—including publications, events, digital media, marketing services and business information. Prior to joining Connectiv's predecessor American Business Media in 2011, Kinsman was executive editor of Folio:, the leading information provider for the magazine industry.