Amsterdam /Cologne – Programmatic Advertising Technology provider Improve Digital is raising the bar for publisher monetisation technologies by launching a full suite of tools for the creation and management of Native formats. This is an addition to the company’s full suite for programmatic rich media, launched during Dmexco last year. Furthermore, the company is taking the wraps off of its platform development vision for late 2014 and 2015, today announcing a dramatic increase of the scope of its 360 Platform – extending the programmatic footprint to offer a true full stack platform.
GIVING PUBLISHERS A WHITE LABEL NATIVE SOLUTION
Improve Digital is launching its programmatic Native product for this increasingly important advertising category, giving publishers the same degree of programmatic trading and optimisation over native ads as they have for traditional display advertising. The product allows publishers to configure specific content and advertising modules for the delivery of native advertising across web, mobile and video inventory and develop their own custom native offerings.
The broader revenue and yield optimisation capabilities of the 360 Platform will automatically be applicable to this increasingly important revenue stream, and publishers will be able to work seamlessly with the major content marketing companies of their choice.
Central to the company’s vision is its support for direct guaranteed sales, noting a marked expansion of its legacy platform footprint. With additional investments in inventory management, campaign management, and price controls, Improve Digital is addressing the remaining ‘last mile’ features required to provide holistic support of all publisher sales.
“We’ve absolutely outgrown the SSP label. In an industry already choked by jargon, abbreviations, and acronyms, what should we call our platform?” stated Janneke Niessen, Improve Digital co-founder and CIO. “We are a capital ‘P’ platform provider – focused on the technology first and foremost. And we’re more than just a solution to private exchanges, PMPs and deal IDs. If pressed, I can say only that we’re a publisher monetisation platform.”
The most notable investments will come in delivering next generation inventory forecasting, allocation, and optimisation capabilities. Legacy inventory management solutions – even those from the industry’s largest players – were built in a ‘pre-RTB’ world and cannot address the needs of today’s premium publisher. Improve Digital is redefining what publishers should expect from scheduling and serving by providing the inventory infrastructure to bring together direct sold guaranteed business with the dynamic new world of RTB exchanges and programmatic direct sales.
“We’re building the platform that so many exchanges or ad networks don’t want publishers to have,” stated Joelle Frijters, Improve Digital co-founder and CEO. “Our only priorities are to ensure that our clients control their programmatic destiny and are getting maximum returns on their advertising assets.”
About Improve Digital
Improve Digital is Europe’s leading independent publisher monetisation technology provider. Committed to increasing revenue for media owners, it provides an innovative platform to automate and improve the monetisation of advertising and audience, across all screens, and through all public and private sales channels. The company works with over 250 of the top publishers and media owners across the globe. Improve Digital is headquartered in Amsterdam, with offices in the UK, Germany, and Spain.