Undertone Launches Ad Tech Platform

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.”

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