ReachDynamics is a Supply Side Platform (SSP) for publishers of relationship and transactional email. We work with DSPs (Demand Side Platforms) and RTB (Real Time Bidding) platforms to manage advertiser bidding. The ReachDynamics process to deliver ads works as follows:
First, we scan the content in real time through a patent pending process. This allows us to serve contextually relevant ads. In addition, this allows us to certify that the content is brand safe for brand advertisers and that the email itself is CAN SPAM compliant. Second, once an end user opens an email the code triggers an image load process. We send pertinent keywords from the email content to our demand partners. An auction takes place and the most relevant ad with the highest potential payout to our publisher is placed in the ad unit. Finally, if the user clicks on an ad unit, ReachDynamics leverages its second patent-pending technology to determine where to redirect the user given the ad shown.