Newport Beach, California-based Bulzi Media [1], hyper-targeted Out-of-Home advertising technology company, has made an exclusive technology development partnership with Red Radium, specialists in digital programmatic advertising systems.
[2]Headed by Brent McKay, CEO, Bulzi Media says that the exclusive partnership agreement with Red Radium is to develop Bulzi’s platform for self-service campaign management and to lead the technology integration work between Bulzi’s hyper-targeted Out-of-Home Supply-Side Platform and third party demand-side systems for online, mobile and addressable TV.
Bulzi claims that its advertising platform delivers six billion monthly video ad impressions to consumers in out-of-home environments on their mobile phone or tablet, TV, web, and traditional digital signage screens. The new technology being developed by Red Radium combines advanced programmatic, addressable, and multi-screen technologies in support of Bulzi’s 100% viewable media property.
“Red Radium’s team of ad:tech experts are pioneers in the digital advertising space and include two co-inventors of the 361 paid search advertising patent, Johann Garcia, president, and Larry Greco, vice-president,” says Roger Boehringer, Bulzi’s vice-president chief technology officer. “The team has been developing best-of-breed digital ad platforms for the last 18 years for some of the top firms in the industry including Microsoft, Yahoo, Vulcan, and InfoSpace, in addition to the industry pioneer Overture where the 361 patent was originally filed and issued.”
Bulzi says that its patented LOCALiz technology makes Out-of-Home inventory compatible with other digital media channels and suitable for integration into multiscreen ad platforms and campaigns.
Red Radium is a small consulting firm started by Larry Greco. It is a Domestic for Profit Corporation in the State of Florida. Garcia, who has sat in Bulzi’s Advisory Board for several years, and Greco, are also co-inventors on several other other search patents and patent applications, in addition to 361. The company does not have a website because it does not promote inbound business. Greco is semi-retired, only working occasionally on projects that interest him.