PubMatic adds native in its programmatic mix for publishers
PubMatic has introduced programmatic native advertising as part of its One Platform for publishers. The company claims that solution advances the native advertising market by empowering publishers to deliver seamless native content experiences at scale. Publishers will now have a single platform with the insights, real-time analytics, data visualisation and reporting needed to manage and monetise 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. Its 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. We’re excited to be working with them to scale our own native solution across a wide range of high quality media buyers,” said Greg Woock, Co-Founder and CEO of Pinger.
“Native advertising is increasingly more important to the digital ad ecosystem, as native ads see much greater engagement. 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,” added Kirk McDonald, President of PubMatic.
