Programmatic Native Grows As Zemanta Plugs Into AdsNative For Supply

AdsNative, a supply-side platform (SSP) for native advertising, on Thursday announced it has integrated with Zemanta, a demand-side platform (DSP). Zemanta clients will now be able to programmatically purchase native ads.

The companies say that their integration followed the OpenRTB Native project spearheaded by the IAB, helping complete the integration “within a couple of weeks.” The IAB released its official guidelines and API specifications for programmatic native in February.

“Zemanta is an ideal partner, given that their team is building a DSP focused on native formats,” stated Satish Polisetti, CEO of AdsNative.

Last month, AdsNative signed StackAdapt as a DSP partner as well, and was also one of four native ad suppliers to team with PulsePoint for a “programmatic direct” platform for native advertising.

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