Programmatic In-Text Native Ads Out Of Beta; Vibrant Media adds original native ad format to programmatic portfolio
Ad format achieving double industry standard viewability
Native advertising pioneer Vibrant Media is rolling out programmatic trading of it’s original native ad format, In-Text, after a successful beta test period. The green, double-underlined, hyperlinked keyword ad units appear natively within editorial relevant to brands’ campaigns. In-Text joins the In-Image and Adhesion banner formats in Vibrant Media’s portfolio of programmatic native ads. Vibrant is now one of the world’s largest scale desktop and mobile programmatic native advertising providers. Using a combination of both contextual targeting and audience signals, advertisers can now deliver a range of native ad campaigns across relevant editorial content and images from Vibrant’s 6,600 premium publishers.
Testing by Moat found 88% of Vibrant Media’s ads achieved the GroupM viewability standard in January 2015. Much of this performance is due to the way the ads are contextually targeted and natively delivered to consumers across all screens.
The Intellitxt technology that powers the In-Text format reads and understands the context of editorial web pages, highlighting words and word-phrases in real time to launch ads and brand experiences relevant to the content. The advanced targeting system of Vibrant Media’s programmatic native advertising system also enables brands to target consumers by audience. The system already manages more than five million words for top advertising buyers. This number is expected to grow as more advertisers and publishers trade in In-Text ad units programmatically.
Founder and Executive Chairman of Vibrant Media, Craig Gooding, said, “Many in the industry are struggling to marry truly native ad formats with programmatic trading. It’s difficult to achieve the requisite scale of campaign with most native ad formats because they require constant customization and offline negotiation. That makes them cost and time prohibitive for many marketers. The widespread programmatic availability of In-Text introduces much needed creative diversity, choice, scale and speed into the native advertising space. As one of the original native advertising formats, it’s a huge development to be able to offer it programmatically. Advertisers opting for a programmatic In-Text campaign will deploy audience targeted native ad campaigns in the right context on consumers’ handheld and desktop screens at massive scale and incredible speed.”
About Vibrant Media
Formed in 2000, Vibrant Media is the original native advertising platform. Vibrant connects consumers in real time with engaging content and brand experiences cross-platform. Delivered directly off of words, images & video within a premium native environment, Vibrant’s solutions are designed to be viewable, relevant and engaging. With over 6,600 premium publishers, reaching more than 300 million unique users per month, Vibrant delivers native advertising at scale. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in New York, Toronto, San Francisco, Detroit, Chicago, Los Angeles, Boston, London, Hamburg, Munich and Dusseldorf. For more information about Vibrant, please visit www.vibrantmedia.com orwww.facebook.com/
For more information, visit www.vibrantmedia.com or www.facebook.com/vibrantmedia or twitter.com/vibrantmediauk.
