PubMatic today announced the availability of programmatic native advertising as part of its One Platform for publishers. This standards-based solution advances the native advertising market by empowering publishers to deliver seamless native content experiences at scale. For the first time, publishers have a single platform with the insights, real-time analytics, data visualization and reporting needed to manage and monetize their native advertising media strategy across screens and sales channels. PubMatic’s native solution enables publishers and media buyers to develop contextually targeted native ad units that provide greater reach and rich user engagement.
PubMatic’s native solution is currently available for mobile web and in-app, as well as desktop, across Real-Time Bidding and Private Marketplace, and is supported by direct ad serving through PubMatic’s mobile ad server. Initial publisher and demand-side partners include: Adelphic, Appia, BidSwitch, Bidtellect, CraveLabs, Digilant, DistroScale, Fiksu, Lyfe Mobile, MediaMath, Pinger, PowerLinks, Softonic, StackAdapt , StrikeAd and Turn. The solution will later be activated for additional channels, including Automated Guaranteed.
“PubMatic has been instrumental in developing unified specifications for native ads that allows us to deliver a great user experience,” said Greg Woock, Co-Founder and CEO of Pinger. “We’re excited to be working with them to scale our own native solution across a wide range of high quality media buyers.”
Benefits of PubMatic’s native solution include:
・One Platform. PubMatic unites native advertising with programmatic and direct sales channels, across all screens, through a single platform.
・High level of control and flexibility. Leverage architecture that provides seamless support for configurable ad units that can be targeted at scale, including content wall, app wall, news feed, chat lists, carousel and content streams.
・Better monetization and standardization. Access top native demand sources, including Facebook and Twitter, and increase demand for native ads by choosing either a standard native ad unit or creating a customized unit.
・Increased consumer engagement. Take advantage of the engaging nature of native ads at scale with personalized native advertising campaigns consistent with surrounding content and consumer interests.
“Native advertising is increasingly more important to the digital ad ecosystem, as native ads see much greater engagement,” said Kirk McDonald, President of PubMatic. “Our One Platform approach allows publishers to centralize and simplify their consumer and advertiser relationships across ad formats and screens, while scaling their native advertising revenue.”
This announcement comes at a time of rapid growth and product innovation for PubMatic, which recently announced a 500 percent revenue increase from mobile in 2014, not inclusive of the revenues from its mobile ad server business, one of the key components of the company’s end-to-end mobile solution for publishers.
For more information on PubMatic’s end-to-end mobile solution and a demo of PubMatic’s native solution, visit the PubMatic booth at Mobile World Congress, D14 in App Planet Hall 8.1 or visit www.PubMatic.com.
PubMatic is the platform that powers the programmatic advertising strategy of leading publishers and premium brands. Its innovative solutions help content providers drive the highest value for their digital media assets and provide consumers with a more personalized advertising experience across display, mobile and video. PubMatic’s One Platform, proprietary technology, and advanced mobile capabilities are utilized by a global roster of comScore publishers. Pioneering online auctions for the buying and selling of media through Real-Time Bidding (RTB) and Private Marketplace (PMP), the company also works with hundreds of advertising partners. Ranked by Deloitte as one of the fastest growing companies in the US Internet sector in 2012, 2013 and 2014, PubMatic has offices worldwide with headquarters in Redwood City, California.