PubMatic Brings Native Ads to the Digital Ecosystem
Native advertising is set to take off in a big way as it greatly benefits both advertisers and publishers looking for more authentic (and profitable) interactions and that has not gone unnoticed by those in the ad technology space.
PubMatic, for example, just announced the availability of a programmatic native advertising solution as part of its One Platform. Publishers will have access to a unified platform that provides the real-time analytics, data visualization and reporting tools needed to manage and monetize native advertising, developing contextually targeted native ad units that provide greater reach and rich user engagement for advertisers.
According to PubMatic, its new native solution is available now 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.
There seems to be significant interest from its existing publisher and demand-side partners including Adelphic, Appia, BidSwitch, Bidtellect, CraveLabs, Digilant, DistroScale, Fiksu, Lyfe Mobile, MediaMath, Pinger, PowerLinks, Softonic, StackAdapt, StrikeAd and Turn.
“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.”