(ADOTAS) New York, September 25th, 2014 — Native advertising pioneer Vibrant Media is enabling programmatic buying of their suite of unique, native ad placements by officially launching what is already one of the world’s largest scale desktop and mobile native advertising private exchanges. Using both contextual and audience signals, advertisers can now deliver their campaigns through words and images across Vibrant’s premium publishers.
The digital advertising company, which has directly served advertisers and publishers since 2001, began its programmatic beta testing in March 2014 with 600 buyers able to access their premium inventory either through an open marketplace or via invitation only private marketplace deals.
The single trading platform delivers a new convenience to both ad buyers and publishers as it enables native ad campaigns to be deployed at scale across smartphone, tablet and desktop devices. However, Vibrant Media’s private exchange also offers a new level of targeting for native ads: brands and agencies can target consumers by audience as well as Vibrant Media’s renowned contextual offering.
Founder of Vibrant Media, Craig Gooding, said, “I think that simply using audience targeting when buying ads programmatically isn’t necessarily enough to connect with consumers. All you are doing is catching somebody that might be the right fit for the product but you aren’t speaking to them at the right time or within the right environment. It’s like taking a shower and somebody offering you deals on insurance, flights or shampoo. All of the offers are right for that user but only one is contextually relevant.”
“We are enabling brands to carry out programmatic native advertising that takes both the right audience and the right context into account. For too long the last mile of delivery or placement for programmatic has played second fiddle to the targeting data. The ad or content has to utilize native real estate on the device and be contextually relevant to the environment to work best.”
Vibrant’s new native exchange currently enables the automated buying of several of Vibrant’s ad units including In-Image which enables advertisers access to a previously untapped source of display inventory within publishers’ editorial images. Alongside their Mobile and recently launched Desktop Adhesion units Vibrant are offering advertisers the ability to programmatically buy standard IAB sized ad’s that are delivered in native, differentiated placements. Development work is already underway to offer Vibrant Media’s original In-Text units – which appear as green double-underlined words within editorial – on a programmatic basis at the same scale across desktop and handheld devices.
Craig Gooding said, “Constant customization, offline negotiation and lack of scale makes the majority of native ad campaigns cost and time prohibitive for many marketers. Vibrant Media has built and tested a powerful ad technology platform which automates processes and streamlines our ad operations. It enables advertisers to easily deploy contextually and audience targeted native ad campaigns on consumers’ handheld and desktop screens at massive scale and incredible speed. Early results are indicating this is the way forward to accelerate even further investment in programmatic advertising.”
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Vibrant Media (www.vibrantmedia.co.uk) is the world’s leading provider of in-content contextual technology that gets brand content and advertising discovered across platforms. With over 6,600 premium publishers, reaching more than 300 million unique users per month (comScore, 2012), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements and branded content within text and images. Vibrant works with top brand advertisers such as Hewlett Packard, Microsoft, P&G, Sainsbury’s and Unilever. The company was founded in 2000 and has offices in New York, San Francisco, Detroit, Chicago, Los Angeles, Boston, Atlanta, London, Paris, Hamburg, Munich and Dusseldorf.