Enterprise software company TubeMogul today announced that they have launched automated, data-driven buying of native ads across desktop and mobile devices on their platform.
The company has partnered with TripleLift to allow marketers to incorporate native display and video ads into their cross-channel strategy with Lenovo and Motorola already testing the integration.
Available today in TubeMogul’s software, the native ad formats span both display and video across desktop and mobile devices. Designed to be non-intrusive, the ads blend into a publisher’s existing content by automatically adapting assets like an advertiser’s images, copy and logo. In all, TripleLift powers native advertising across over 600 publishers, with an average monthly audience of over 250 million unique viewers globally.
Several clients helped beta test the offering, including Motorola. U.S. spending on native display and video ads is forecast to exceed $16 billion in 2016 and $33 billion in 2020, according to Business Insider.
“Planning and buying native ads through automated software promises to give us more precise targeting and insight into how the medium fits into our a true omnichannel customer journey,” said Gary Milner, Director of Global Digital Marketing at Lenovo.
Native advertising complements a string of new formats added to TubeMogul in the past year, empowering marketers to centralise all of their brand advertising through the company’s software. Specifically, TubeMogul clients can holistically plan, buy and optimise native ads alongside linear TV, digital video, social video, digital out-of-home and display advertising.
In addition, TubeMogul is amending its Non-Human Traffic Credit Program to include display and native ad formats. First launched in February for video ads, the initiative automatically refunds platform clients for traffic identified as fraudulent by White Ops. The new policy is effective October 1st, 2016.
“Advertisers can now reach their audience in less intrusive ways but still leverage the automation of TubeMogul’s software,” says Boaz Ram, Director of Product at TubeMogul. “We’re proud to offer native in in a way that delivers the transparency, targeting and measurability clients expect from TubeMogul.”