Publicis’ Starcom MediaVest Group this week announced it has launched a technology platform, dubbed Content@Scale, to make content from top publishers readily available for brands.
The publishing partners include Time, Inc., Martha Stewart Living Omnimedia, Forbes, Ahology, Demand Media, Glam Media, Parade and Rodale Inc.
The platform allows SMG clients to find content from the publishers and subsequently engage with consumers on topics they currently care about.
“The future is
live marketing,” Lisa Weinstein, president, global digital, data and analytics at SMG, is quoted as saying in a blog post announcing the news.
Jon Suarez-Davis, VP of media and digital strategy, Kellogg Company, agreed. “Connecting with consumers in real-time is critical for marketing in today’s environment," he said.
Weinstein added, “Until now, two of the biggest obstacles to making real-time marketing a reality have been the timely availability of quality content, and the challenge of scaling it -- within paid media in particular.” The company claims the new platform solves both of these issues.
The platform is powered by Flite technology, and is an “evolution” of SMG’s content engine, link.d3.
Content@Scale will launch in beta in North America in Q1. The company announced it plans to launch globally by the second half of 2014.