Analyzing and Optimizing Native Advertising
Metamarkets has unveiled its 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 help Metamarkets’ clients who are driving adoption of native advertising within programmatic marketplaces, such as Avocarrot, Bidtellect, Millennial Media, MoPub, OpenX, Sharethrough and Vdopia.
"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."
It is important to note that by supporting the IAB’s new native programmatic standards, Metamarkets is ensuring its clients have access to the insights needed to optimize billions of native ad impressions. Moreover, Metamarkets clients can explore their pricing, audience and viewability data across billions of native ads, as well as issue 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."