Engage: BDR Limited (ASX: EN1) deals in the operations of advertising and digital media. The company is providing advertising solutions to advertisers and publishers across desktop, tablet, mobile and SmartTV devices. It enables dynamic buying and selling of its display and video ads along with other advertising inventory via its online marketplace. It focuses on integrating client platform into its programmatic platform to facilitate online buying and selling of ads.
The company, today on 25 March 2019, has presented information on its programmatic integration process, including time and cost expenditures. The company currently has over 175 programmatic integrations. Management is pleased with the achievements of the company, given the extreme difficulty in obtaining quality integrations. EN1 began 2018 with about 80 integrations and a year later has more than doubled that figure on its platform.
The vast majority of EN1’s integrated partners were very challenging to obtain. Feasible programmatic players in recent times look to only integrate with top-tier, highly credible companies that provide significant value within the programmatic ecosystem. These companies look to share their traffic, buyers and demand with the strong partners.
Recently, the AdTech ecosystem has been challenged with the inventory source quality, specifically related to invalid traffic (ad fraud) and demand quality as well, primarily due to malware. These industry-wide challenges lead to reduction of number of existing partnerships with most companies and significantly limited new relationships.
After the acquisition of AdCel by EN1, integration opportunities significantly grew for the company with the addition of more than 40 incremental demand partners of AdCel onto the EN1 platform. The partnership of EN1 with MRC accredited leaders in inventory quality and malware scanning, enable high demand for EN1’s unique, filtered inventory and its premium advertisers.
With significant years of experience, the company has organised the process of integrating partners and has significantly cut the amount of time and resources required. Currently, the average cost per integration is approximately three to five weeks of engineering time as compared to four to 12 weeks previously. Though the automated publisher integration tools due in later 2019, the company is further aiming to reduce the integration time by half.
Integrations significantly impact the revenues of the company and are valuable key performance indicators for how much revenue the company could produce. Management believes that more integration is an indication of enhanced ability to generate revenue for every ad opportunity that a publisher produces.
EN1 announced the activation of the dormant partnership on 18 March 2019, which generated approximately USD$20k (or ~AUD$28k) per day. The management of the company is excited to report that revenue per day has significantly exceeded those figures in the past few days and the company will update the market shortly with regards to the recent tracking of these results.
On the price-performance front, the stock of Engage: BDR Limited is currently trading at $0.035 with ~12.903% increase during the day’s trade (at Closed Market) and with a market capitalisation of ~$12.99 million. The stock has generated a YTD return of 106.67% and generated returns of -46.55%, 72.22% and 63.16% over the past six months, three months and one-month period, respectively. It had a 52-week high price of $0.190 and a 52-week low price of $0.012, with an average trading volume of ~15.98 million.
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