Undertone, an ad network, is becoming more involved in the programmatic ad space. Three months after acquiring programmatic ad company Upfront Digital Media, Undertone has integrated Upfront’s tech into its own stack to launch a new programmatic ad platform, dubbed Virtuoso.
Within the Virtuoso platform, Undertone is offering advertisers two ways to buy programmatically: through ImpactDirect, a “programmatic direct” platform for high-impact advertisements, including the IAB Rising Stars units and synchronized banners; and through OpenMarket, where advertisers can buy ad inventory via open ad exchanges.
Undertone claims in a release that it will vet all inventory for brand safety or quality red flags. Corey Ferengul, CEO of Undertone, hopes the new platform will bring quality, brand-safe media-buying -- including the buying of high impact ad units -- to Undertone clients "in a way that makes sense for those who are looking to transact in a more automated manner.”