Smart AdServer, a full-stack ad server and SSP, announces the release of its native ads solution for desktop and mobile. With this launch, Smart AdServer enriches its display, rich media and video ad format offers, enhancing buying opportunities for publishers.
Native ad formats have become fully integrated into buying strategies, notably because they are less intrusive and more efficient than traditional advertisements. According to BI Intelligence, Native ad spending should reach 20% of all digital media spending in the U.S. by 2018. That’s $21 billion in native ad spend in 2018, versus just $4.7 billion in 2013.
The new solution was designed to make setting up a native ad campaign just as easy as trafficking a traditional one. The publisher defines a unique ad experience that blends in with the editorial environment of the site or app, allowing for the trafficking of a single native campaign that is displayed perfectly, regardless of the context or appearance of the site. Smart AdServer full-stack technology allows for the cross-monetization of inventory; the publisher can sell through both direct and Smart RTB+ programmatic sales channels.
“We are convinced that the digital ad market needs to move towards offering a better user experience,” said Smart AdServer CEO Cyrille Geffray. “Native advertising is part of this logic. Our full-stack ad platform now offers the most desktop and mobile ad formats, all of which can be monetized through both direct and programmatic sales channels.”
*Source: BI intelligence, November 2014
About Smart AdServer
Smart AdServer gives control back to publishers by offering an integrated platform for real-time bidding and direct sale management. The Smart AdServer technology allows them to maximize their revenues, by integrating inventory forecasts, on desktop computers, mobile and video, without needed to invest in third-party technology. Founded in 2001, Smart AdServer has over 140 collaborators in ten countries. The company is positioned as the preferred partner of premium media stakeholders that want to assert their strategic autonomy, such as Hi Media, Axel Springer, Figaro Medias, Antevenio, Clarin, M Publicité, Netbook, Amaury Media, and Aufeminin.