AdsNative Raises $2M, Opens Doors To Programmatic For Unsold Inventory
- by Tyler Loechner @mp_tyler, April 3, 2014
AdsNative, a supply-side platform with a
focus on native advertising, on Thursday announced it has raised $2 million in funding. The round was led by Interwest Partners. Other investors include Foundry, Onset and KBS+.
The San
Francisco-based company has also announced that it now supports programmatic trading of native ads.
While the company maintains that direct deals with advertisers work best for publishers
-- and its platform still supports direct deals -- it allows publishers to tap into a number of native ad networks and exchanges to help publishers sell remnant inventory through automation.
CEO Satish Polisetti said this was done “in order to maximize fill-rates for unsold inventory.” He shared that once a publisher decides which native networks or exchanges it wants to
work with, AdsNative takes care of mediation.
"Publishers can add any number of ad networks exchanges into our systems and we will mediate," Polisetti said.
“With the growth
of native ad networks and exchanges, publishers are looking for the best ways to manage back-fill from native networks, in addition to their direct sold campaigns without spending efforts in ad-ops
and engineering,” Polisetti said in an earlier statement.
Editor's note: The initial version of this post suggested AdsNative had partnered with ad exchanges Nativo, TripleLift
and Sharethrough. AdsNative does not work with any of those companies directly. The article has been updated to reflect that publishers integrate with ad exchanges or ad networks of their choice, and
AdsNative then helps them optimize their campaigns.
How many 2 second plus viewers will a vanity content article fetch?
Hmmm 2 million the inmates are truly running the asylum..
Well, they are still getting in at a good time. Native advertising, programmatic, and other hot digital ad trends are still young and there are only a handful of really big players in these markets - Facebook, Airpush, Twitter - plenty of rooms for others to claim their stake.
I believe Vibrant Media has been doing native advertising since the 90s. They are a true Native media company, and recently launched a few CPE rich media and video solutions.