Native advertising is one of the most effective marketing tools being used today. For those who have not been using this powerful option, it is a form of online advertising where the advertiser is marketing to the viewer within the context of their current experience. A prime example of this would be the Facebook newsfeed ads, which appear to be normal posts from their Facebook friends.
While this has proven to be an extremely effective marketing tool, it is also fairly time consuming and difficult to properly implement properly. This week, however, the Florida based company Bidtellect has introduced a new platform which has been designed to help advertisers better harness the power of native ads.
Specifically, the new program, which is called the Native Marketing Platform, works by allowing agencies and individual publishers to access and buy native advertisements using an advanced system of algorithms. These proprietary algorithms identify the optimal ad choices based on dozens of factors including user behavior, the context of the page, the day of the week, the time of the day, the device being used to access the page and others.
The system has access to an extensive database of both first and third party targeting elements, which is constantly growing and improving, to help provide the best return on investment possible.
Lon Otremba, the CEO of Bidtellect, said of this new platform, “Bidtellect was founded with the mission to facilitate efficiency in native ad buying, selling and delivery across the web. We understand that native is the most efficient, effective, affordable and scalable digital advertising medium since search, but it’s also one of the most challenging to buy, sell and fully comprehend. Our DSP tools, real-time bidding platform, and expert team work together to demystify the medium and allow brands to activate profitable campaigns at scale.”
They have been remarkably successful at pushing the use of native advertising up to this point, and this platform will certainly help to take the company, and native advertising in general, to the next level. The platform is already receiving over one hundred million bids on native inventory per day, and that number is expected to go up to one billion per day by the end of 2014.
As the company continues to scale up their services, they are signing up new sources for both the supply sources (places where native ads can be displayed) and demand sources (marketers looking to buy native ads). As of their most recent press release, they are reporting that they have access to tens of thousands of native supply spots available. They have also signed on 54 demand-side aggregators, with 102 unique feeds.
The company also announced the appointment of Shalanna Clark as their Native Creative Director. She will be in charge of content development and execution for the company’s advertising clients. Shalanna brings years of experience in tech and advertising. Her previous roles include digital director at Zimmerman Advertising where she worked with premier brands such as Dunkin’ Donuts, Party City, Oreck, Papa John’s and a host of others.
This is an exciting time for Bidtellect, and the marketing & advertising industry in general. The launch of this new platform will bring real time native advertising to marketers at all levels.