Responsive Ads Going Programmatic
Digital advertising solution ResponsiveAds is unveiling its STRETCH® technology, a new cross-screen (responsive) ad format configuration that be served programmatically into existing Internet Advertising Bureau (IAB) ad slots.
The ad-tag is served as normal, but it will stretch to fill the empty space when the IAB banner is floating in the middle of the page (which means no awkward white space).
ResponsiveAds will begin piloting these formats via several DSP partners and a group of publishers to be announced after the pilot and case-study.
“Approximately 90 percent of all display media bought and sold in digital takes up these core IAB sizes. We have been so frustrated seeing floating non-fitting ad boxes on pages that in order to create a premium visualization of brand messaging we leveraged our ResponsiveAds technology together with partners to solve this problem. Offering this first Responsive cross-screen programmatic format is exciting to see the opportunities for more rich-media across the web and no more bad ads,” said Matthew Snyder, CEO of ResponsiveAds.