Eleven is equipped to propel the entire influencer marketing/branded content landscape into the programmatic standard.

We partner with the existing ecosystem to turn influencer marketplaces into the Digital Talent equivalent to what’s traditionally known as an Ad Network.

We support both open and private marketplaces, and our systems integrate them into the BCX and  the traditional ad tech ecosystem.We support both Open and Private Marketplaces, and our systems integrate them into both the BCX, as well as the traditional Ad-tech ecosystem.

Open Marketplaces

Influencer marketplaces that are open and transparent with their inventory of creators are considered open marketplaces. Think along the lines of Grapevine and Famebit.

Their inventory is non-exclusive, meaning a creator can use Famebit and Grapevine to field deal flow. It’s simply a matter of preference for the consumer/creator as to which ones they frequent based on individual bells and whistles, like Grapevine’s Calendar or Famebit’s super intuitive UI.

The only thing they lack is the programmatic portion; even if they do, they’re still functioning within the capacity of an Ad Network. More sales points means more money, so it’s a win-win.

How they Make Money.

Currently, they mainly make money on transaction fees, usually between 10-20% commission in exchange for facilitating the inbound deal flow. At the moment, these deals are done hand to hand in the platforms through manual negotiations.

As you can imagine, if you’re planning a campaign that reaches the scale of a TV commercial, this can become a chore very quickly, which is why they offer managed services. We’ll get to those soon.

How They Make More Money On Eleven.

We bring them the other side of what makes an exchange an exchange – automation.

Eleven’s system allows open marketplaces to take campaign RFP’s from just about DSP on the planet on a programmatic direct fashion. This means that brands will be able to spin up branded content from the same places they deploy traditional digital marketing budgets. They’ll literally be competing for ad revenue to come to their channel for branded entertainment, as opposed to running native ads on websites or platforms.

This means the same speed and volume of deal flow that goes to Facebook and Google is also coming straight to the Digital Talent ecosystem. This is not exclusive to any one platform, as no inventory is exclusive to any singular platform.

Exclusive deal flow is reserved for private marketplaces.

Private Marketplaces

SaaS Platforms:

SaaS platforms are actually considered private because, well, you have to pay to get in. It’s that simple. These platforms often have a reason for charging for features, and they compete with one another.

Managed Services:

Platforms with managed service teams can easily fulfill incoming campaigns with creators by sending campaign invites on a fixed cpv with no negotiations, and send creative pitches or entire media plans to brands/ad agencies for approval.

While platforms like Grapevine and Famebit have open marketplaces, they also offer services to their higher-level clients to ensure their campaigns are a success. In that regard, they’re resorting to account managers and teams to make it happen for the brand, and the brand pretty much leaves it all on them.

We allow managed services to utilize Eleven’s technology to plan entire media strategies and “stack” inventory from their own, and any other open marketplace’s, inventory, including Eleven’s.

Soon, we’ll allow them to charge a premium CPV at their own discretion for whatever they feel they bring to the client to justify that cost. But for now, the BCX’s $0.03 fixed price is the floor price. Yes, floor price. We’ll explain how we’ve solved the issue of scarcity in the digital space in a later post. 

About Data Providers and 3rd Party Aggregators

Eleven’s DMP is completely open to sharing data with anyone who’s sharing data with us. At the end of the day, we’re striving to standardize data for the entire space.

Services like Tubular, Socialblade, Openslate, and many others are striving to become the go-to source for analyzing the social landscape. With regards to Eleven, these platforms are similar to a Neilson, but are more granular and accurate because it’s all trackable.

Eleven’s data set is a living, breathing organism that’s profiling any and everything it can about creator channels, their content, and the creator’s themselves. It evolves by the second. We these data sets with all DMP partners so they can enhance their platforms and data, and to help show the impact of branded content, regardless of where the data is shown. Eleven’s DMP aims to be a hub, not a hoarde.

"This is direct result of the shift we’re witnessing in the way we think about Mass Media and Popular Entertainment, and the growing number of outlets that are coming now, and will come later."

This is a direct result of the shift we’re witnessing in the way we think about mass media and popular entertainment, and the growing number of outlets that are coming now will come later.

Eleven intends to lead this shift. We’re learning from the past – from broadcast media to digital advertising to talent sales/management – and pushing for a better way for advertising and entertainment to co-exist. We are inviting the existing Digital Talent ecosystem to join us!

Feel free to check out our breakdown on the evolution of Ad Networks and Ad Exchanges, as well as how they work in today’s talent ecosystem.