Programmatic native advertising partnership?
It’s a done deal now. We’ve just learned that PowerLinks, a programmatic native advertising platform, and video ad tech company Unruly are partnering in the launch of an industry first programmatic native advertising effort.
“The partnership will enable buyers on the PowerLinks demand-side platform (DSP) to run video campaigns across premium publishers on UnrulyX, where audiences will see native ads across all devices, served through In-Feed placements on home pages and in content streams,” according to a joint announcement.
The essential idea is simplicity. The partners aim to allow advertisers to access every placement with one standardized set of creative assets. That would include everything from video to headline and sponsor message, “which will automatically adapt Unruly’s In-Feed video ads in real-time to the design and layout of the publisher’s website through Unruly’s proprietary Liquid Layout Technology.”
Real-time bidding (RTB) integration is another coup. That lets advertisers reach audiences with granular targeting by dint of first and third party data, as well as keyword level context and several more data points.
“For the first time, buyers can access In-Feed video within premium editorial content layering on comprehensive audience data and granular targeting to reach audiences with meaningful and engaging video content.” said Kevin Flood, CEO of PowerLinks. “We’re excited to be partnering with Unruly, who have been instrumental in the growth of socially shareable, long form and micro video for the Open Web.”
The partnership comes at the right time.
In-Feed video sharing and consumption is boom business today. In fact, Bloomberg estimates that more than half of Facebook’s U.S. visitors are watching at least one video a day. On top of that stat, native video advertising “is also proving to be highly effective for brand engagement and recall, offering 82 percent greater brand-lift when compared to pre-roll, according to Nielsen.”