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Content DSP Allows for Native Ads to Be Purchased Programmatically
NEW YORK, NY --(Marketwired - March 22, 2016) - Programmatic advertising company Varick Media Management announced today its integration with Zemanta, a native DSP. With this partnership, Varick will be able to purchase native ads programmatically across inventory sources, formats and devices to reach a brand's target audience.
According to eMarketer, over 50% of advertisers think that access to native inventory is one of the most important factors when buying programmatically. Zemanta provides Varick with access to the entire content discovery and native ecosystem, globally, including both RTB and non-RTB native supply partners. Varick is also able to seamlessly repurpose a client's creative and marketing content, such as blog posts, for native campaign executions.
With this partnership, Varick's brand and agency clients have access to an array of native ad formats suited to varied advertising needs, helping them reach customers throughout every stage of the purchase funnel. Formats include: in-stream ads, promoted recommendations, in-text ads, in-feed ads, on-image, integrated content, promoted video and in-app ads across desktop and mobile devices. Zemanta's targeting capabilities allow Varick to serve native ads to the precise audience relevant to a brand.
"One of the main benefits of native advertising is its ability to integrate with the form and function of where it appears," said Paul Rostkowski, President at Varick Media Management. "By integrating Alveo, our proprietary campaign management platform, with Zemanta's platform, we are giving clients the opportunity to reach their audiences across thousands of publishers without disrupting the user experience."
By embracing native, advertisers can expect a less intrusive experience for consumers, which is necessary as mobile consumption increases and ad blocking continues to be an industry concern. Additionally, by working with Varick, advertisers can leverage insights from other channels to incorporate native into a well-rounded digital strategy. Alveo analyzes data and insights to quickly optimize a client's native executions for the best results.
"We are thrilled Varick Media Management has selected the Zemanta One platform in order to offer programmatic native and content advertising services to their clients," said Todd Sawicki, CEO of Zemanta. "Zemanta One will allow Varick to provide unparalleled audience and content insights, precise targeting, enhanced-real-time optimization and industry leading scale & reach. Varick continues to demonstrate its commitment to its clients as the Zemanta One platform represents the leading edge of native advertising and content amplification technology."
About Varick Media Management
Varick Media Management is a programmatic advertising company servicing brands and agencies with proprietary campaign management software, Alveo. This platform enables marketers to build data-driven creative assets, buy across multiple inventory and data sources, and measure campaign performance through a single interface. Varick's service rests on three pillars for programmatic success: a world-class technology platform, transparency into all aspects of campaign deployment and optimization, and a full-service trading practice that leverages data science to drive campaign results.
Zemanta offers a segment defining marketing automation platform for the promotion and distribution of content. The platform, Zemanta One, let's marketers access 100% programmatic native supply across content discovery, social and mobile networks. Zemanta One is completely transparent and provides deep audience insights to help marketers understand who is clicking on, consuming and engaging with their content. Founded in 2007, Zemanta is based in New York and backed by Union Square Ventures. For more information visit http://www.zemanta.com.