Vibrant Media, a native ad network, on Thursday announced its official entrance to the programmatic space by taking its private ad exchange out of beta.
The company says it began beta testing the exchange in March 2014 with 600 buyer participants. The exchange features desktop, smartphone and tablet inventory, per a release. In-image ad units are available via the exchange, and the company says in-text ad units will be introduced in the future.
“Constant customization, offline negotiation and lack of scale makes the majority of native ad campaigns cost and time prohibitive for many marketers,” stated Craig Gooding, founder of Vibrant Media. He added: “Early results [from the beta test] are indicating this is the way forward to accelerate even further investment in programmatic advertising.”
Users of the new Vibrant exchange will be able to target audiences, which is what much of programmatic advertising revolves around. However, the company is also letting advertisers target consumers based on Vibrant’s contextual data.