• by Tobi Elkin  @tobielkin, February 14, 2017

Bidtellect, a native ad platform for marketers, on Tuesday released the fourth generation of its native demand-side platform (nDSP). The enhancements to the platform offer marketers advanced contextual targeting features, account-based marketing (ABM), an improved, faster workflow process, a more intuitive user interface, and easier navigation.

Bidtellect said the new contextual targeting features happen at the page level, enabling advertisers to granularly target against the existing content on a page.

Bidtellect also said it's using pre-bid brand safety features supported by ADmantX and pre-bid fraud protection powered by Integral Ad Science. Contextual targeting, in combination with brand safety tactics, aims to allows marketers to maintain relevant and high-quality consumer experiences.

The company said the advanced contextual targeting feature is the precursor to keyword level targeting, which it plans to release in Q2.

The ABM feature enables marketers to target professional groups, company revenue/size, seniority, and more through Bidtellect’s integration with LiveRamp integration. It also enables access to audiences through data providers like Bombora and Dun & Bradstreet. The goal is to enable B2B marketers to build very specific audiences when trying to reach target companies and their decision-makers.

Bidtellect said the updates make easier for marketers to manage campaigns in the platform.  A new campaign creation process has also been streamlined by 20%, and granular access and permission can be accessed at the user level.

"Advertisers are seeking efficient ways to reach consumers with valuable content and they expect the same advanced technology and targeting capabilities in native as they had with display. By leveraging direct feedback from our advertiser partners, this new generation of Bidtellect's nDSP enables us to fulfill these expectations, bringing them into the next phase of content marketing and distribution," Salah Shami, senior director of product development, Bidtellect, told Real-Time Daily via email.