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In February, the IAB released the OpenRTB Dynamic Native Ads API Specification, which outlines a standardized mechanism for the RTB (Real-Time Bidding) ecosystem to handle Native Ads. Zemanta is a proud contributor to this new standard.
Companies including Adiant, AdsNative, InMobi, MoPub, Sharethrough and Zemanta have previously offered their own custom RTB implementations for native ads, but it’s difficult to scale a market if every provider is speaking their own language.
Adiant and Zemanta Set New Standard for the Programmatic Native Advertising Industry with Advanced RTB Technology Partnership
Adiant, owner of Adblade the largest content-style native advertising platform on the internet and the Adblade Exchange, and Zemanta, the leading native content demand-side platform (DSP), today announce the launch of their partnership and platform integration. Buying on the Adblade Exchange through the Zemanta One Content DSP, marketers can, for the first time, programmatically bid in real time on billions of monthly content-style native ad impressions across thousands of desktop and mobile websites.
Between Black Friday and the New Year, brands battle one another for consumers’ hard-earned cash. As a result, advertising demand for premium inventory climbs, and advertising rates increase significantly during the month of December.
And then in January, a drought follows. All the presents have been bought. Consumers cut their spending, and advertisers follow suit. There’s less competition for Consumers’ attention and ad prices go down. Typically 50-80% from the end of year Holiday season peaks.
In today’s results-driven world of digital marketing, campaign metrics such as clicks, impressions and CTR are important to track and evaluate, but ultimately fall short of providing insight into what actually happens after the click is made.
Did the user bounce off your site within a few seconds, or did they consume your blog content for a few minutes, then proceed to sign up for your brand’s weekly newsletter? These sorts of post-click engagement metrics are the types of invaluable insights that marketers seek in order to accurately measure the impact of their paid campaigns.
As a Content DSP, Zemanta brings programmatic to native-content advertising. Since launching our first content marketing solution in 2007, the Zemanta Editorial Network, we have worked diligently to ensure our clients campaigns are free of fraud. We now bring that same diligence to our first-of-a-kind Content DSP, where we help brands promote their content across virtually the entire paid content ecosystem.
For digital marketers who believe in the power of connecting brands and consumers through content discovery, it can be dizzying to simultaneously manage multiple campaigns across numerous networks and/or platforms. Zemanta’s Content DSP takes the complexity out of managing your content marketing efforts by providing advertisers with access to a consolidated platform of over 25 premium networks and supply sources.