• by Mark Walsh  @markfwal, November 12, 2012

Starcom MediaVest Group has formed a partnership with ad customization platform Flite to power advertising that lets clients create and update ad content on the fly. Flite’s technology allows advertisers to see which types of ad content—text, photos, video or photo galleries—is working best and make changes accordingly during a campaign.

“This new partnership truly enables brands to realize the promise of ‘brands as publishers,’ which has been often talked about but rarely realized,” says Lisa Weinstein, president, global digital, data and analytics at SMG. She added that the move signaled the agency’s further expansion into “native” advertising on behalf of clients.

Web publishers are also betting on Flite to help enhance their ad opportunism through units that blur the distinction between page content and advertising. Conde Nast in August took an undisclosed stake in the firm to help support a set of ad tools around the digital versions of its magazines. Flite recently also extended its AdStudio platform to mobile devices