Metamarkets, the leading supplier of analytics for programmatic marketing, today announced it has launched support for native advertising within its analytics platform. Leveraging the Interactive Advertising Bureau’s (IAB) OpenRTB Native Ad Specification, the new capabilities are designed to assist Metamarkets’ clients who are driving adoption of native advertising within programmatic marketplaces, including Avocarrot, Bidtellect, Millennial Media, MoPub, OpenX, Sharethrough and Vdopia.
U.S. native ad spending will increase by 35 percent this year to $10.7 billion, and will reach $21 billion by 2018, according to BI Intelligence. Programmatic standards and processes will be a key driver of this growth, enabling the creation, transaction, and optimization of dynamic native ad content at scale. Because every native ad impression can have thousands of content configurations, practitioners require advanced analytics to maximize performance.
“Supporting the IAB’s new OpenRTB Native Ad Specification is a natural step for us,” said Mike Driscoll, Founder and CEO of Metamarkets. “Not only are our clients among the first to adopt this new standard, many of them were instrumental in drafting it. As a company that has structured our offering around OpenRTB, this is a logical way for us to extend our product while helping our clients lead the way in native programmatic.”
By supporting IAB’s new native programmatic standards, Metamarkets is ensuring its clients have access to the instant, granular insights needed to optimize billions of native ad impressions. In addition, Metamarkets clients can explore their pricing, audience, and viewability data across billions of native ads, and issue secure, real-time reports to their partners.
“Programmatic native advertising is the newest media category and one that requires just as efficient reporting as programmatic display and video,” said Rob Fan co-founder and CTO, Sharethrough. “Metamarkets’ wide adoption by DSPs makes it the unrivaled leader, which allows for easier integration and complete transparency into our growing pool of programmatic data, yielding better results for our clients and greater operational efficiencies for our team.”
“Native programmatic represents an important evolution in mobile advertising,” said Mark Connon, EVP, Platform Business at Millennial Media. “As we continue to invest in these innovative new formats, Metamarkets’ technology is helping us drive greater awareness for our clients and improved operational efficiencies.”
“In June of last year, we launched the industry’s first fully open native ad platform,” said Lon Otremba, CEO, Bidtellect. “Since then we’ve experienced enormous growth, and we’ve seen first-hand how programmatic is key to making native advertising work at scale. Native creative formats are far more versatile than traditional ad banners, and Metamarkets allows us to conduct rapid creative testing so we can quickly identify and act on opportunities, in real-time, that drive value for our clients and partners.”
Metamarkets provides an end-to-end analytics solution for leaders in programmatic marketing, including Twitter and LinkedIn. Its technology empowers business teams with real-time insights that increase performance, operational efficiency, and engagement with partners. With offices in San Francisco and New York, Metamarkets is backed by Data Collective, Khosla Ventures, Village Ventures, IA Ventures, and True Ventures. For more information, please visit www.metamarkets.com.