SOURCE: Varick Media Management

Varick Media Management

September 15, 2014 16:20 ET

Varick Media Management Launches Programmatic Native Advertising Product

Partnerships With Nativo, TripleLift and StackAdapt Provide Targeted Ad Capabilities at Scale Across a Variety of Native Formats

NEW YORK, NY--(Marketwired - Sep 15, 2014) - Digital advertisers are increasingly looking for new ways to capture consumers' attention and leverage the latest targeting and ad-buying technologies. To capitalize on the rapid growth in demand for immersive, engaging native ad placements, Varick Media Management (VMM) today launched an innovative programmatic native advertising suite, powered by partnerships with leading native ad providers Nativo, TripleLift and StackAdapt.

When leveraged alongside VMM's programmatic capabilities, these partnerships make native advertising at scale both accessible and cost effective, leading marketers into a new programmatic realm.

"Programmatic technology has shifted the ad buying landscape, making it easier for advertisers to deliver targeted buys that reach the most qualified consumers," said Paul Rostkowski, President of Varick Media Management. "At the same time, native ad placements are giving marketers deeper levels of engagement and high return on investment. By aligning our programmatic technology with three innovative companies that are pushing the capabilities of native ad delivery, we're giving marketers more tools to deliver high-performing online campaigns."

VMM can apply data learnings from other display campaigns to deliver better native executions on behalf of its advertiser clients. Each partner's direct relationships with premium publishers ensures that VMM's clients will run ads that integrate coherently and seamlessly into publishers' pages across a variety of formats, including in-feed ads, search ads and promoted listings.

"After learning about VMM's native offering, we utilized the strategy for a tune-in client to grow their online presence beyond standard assets and decrease the hurdles between exposure and education," said Assembly Integrated Communications Supervisor Brian O'Hare. "The placement received high response rates and helped a new series premiere achieve higher ratings than some of their other seasoned shows."

The partnership gives VMM access to each company's unique approach to native advertising.

Nativo offers true native content executions at scale, where branded content is syndicated to native editorial placements across more than 260 premium publishers, delivering more than 2 billion native ad impressions per month. VMM clients will be able to leverage Nativo's extensive reach, automated performance optimization, and advanced content engagement analytics for their branded content initiatives. Nativo will enable VMM clients to leverage a variety of brand content assets including long and short-form editorial, images, videos, and custom embeds.

TripleLift offers VMM the capability to amplify brand's visual content such as images and video programmatically. TripleLift has direct relationships with premium publishers and eye-catching creative capabilities that seamlessly adapt to publishers' unique design and layout. These visual native ads lend themselves to image focused brands in luxury, fashion, travel, auto home goods and more.

StackAdapt provides in-feed or tile ad inventory, integrating images with text information. The company has programmatic access to thousands of publishers' inventory.

Together, all three partners provide enough reach to deliver native advertising at scale, making it a valuable and cost-effective extension of programmatic ad buying.

This story appeared first in MediaPost.

About Varick Media Management:
Varick Media Management (VMM) brings you closer to your customers with programmatic advertising solutions spanning multiple media channels, formats, and inventory sources. VMM's proprietary software, The Lens, is a centralized data hub and decision-making engine powering campaign optimization, analytics, and data science.

About Nativo:
Nativo is the leader in true native advertising: brand content served within publisher editorial streams, matched to the look and feel of each publication, fully integrated and consumed on the publisher site, across screens to deliver: higher engagement rates for marketers, premium monetization for publishers, and a non-interruptive experience for consumers. Nativo's programmatic advertising platform improves native performance by 300%. Nativo is: True Native. At Scale.

About TripleLift:
With the first native programmatic advertising platform built for the visual web, TripleLift leverages pioneering ad and computer vision technology to seamlessly integrate a brand's most engaging images alongside contextually relevant content, across any device, at scale. Founded in 2012, TripleLift is credited with developing the first viable alternative to traditional banner advertising and introduced the industry's first programmatic exchange for premium native inventory. The use of big, beautiful imagery to tell brand stories has delivered meaningful interaction and engagement for many of the world's leading brands and publishers. TripleLift was named 212 NYC and The New York Times Ad Tech Startup of the Year, and was a finalist in AdWeek's Startup of the Year awards. For more information, please visit http://www.triplelift.com.

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