NEW YORK, April 10, 2014 (ADOTAS) – Adiant, owner of Adblade and IndustryBrains, the leading content-style advertising platforms, today announced the launch of its real-time bidding (RTB) exchange for native ads. Advertising agencies and demand side platforms (DSPs) can now bid on “in-content” ads across the web’s largest premium-only native ad network.
Paid content discovery advertisers such as Sports Illustrated and Zagat, direct response advertisers like Experian and Bankrate, and brand advertisers such as Geico, American Express, Dish Network and Wells Fargo have already run offers using the new exchange. The native RTB exchange is ideal for Fortune 500 brands and other large advertisers who aim to buy native ad placement at scale.
Advertisers can now bid on native placements across a network of publishers that features over 1000 of the web’s finest local and national branded digital properties including McClatchy Newspapers, Digital First Media, Journal Register, Worldnow, Lee Enterprises, ABC News, Hearst, Answers.com, NASDAQ, Bloomberg, Morningstar, Bizjournals and hundreds more. The combined networks now reach 265 million users in the U.S., 345 million users globally and 65 million mobile users monthly.
“We will be making approximately fifteen billion impressions available across this exchange initially,” said Ash Nashed (pictured), founder and CEO of Adiant. “We are committed to making additional blocks or impressions available as demand increases.”
Adiant’s native ad units contain individual offers comprised of an image and text description selected by the advertiser. Ad unit containers are most often placed within the primary content well of the publisher’s website and often include multiple native offers within each ad unit. Agency trading desks have the option of bidding on single native ad positions or entire ad containers. Standard industry functions are available including retargeting, geo targeting, behavioral targeting, landing page pixels, sales funnel reporting and more.
While native advertising has been criticized for its lack of proper labeling, Adiant’s Adblade and IndustryBrains networks are fully compliant with FTC advertising guidelines, and the fixed placements available on the premium publisher network are properly labeled as either “Advertising” or “Sponsored Links.”
Agencies now have the choice of accessing this unique inventory via their own white label ad interface or by integrating Adiant’s API based on OpenRTB API Specification Version 2.1 via their DSP of choice.
Adblade and IndustryBrains work exclusively with large premium publishers and do not serve ads on long tail websites which are known to have a higher degree of click and impression fraud. In-content placements and premium-only distribution is at the core of Adiant’s strategy. This is one of many reasons Adiant has received the highest brand safe ranking of any network from Integral Ad Science (formerly Adsafe Media) for three years running.
About Adiant
Adiant is a digital media technology company whose mission is to deliver the most innovative advertising solutions to quality publishers and advertisers. Our brands have been engineered from the ground up to offer both immediate and long term sustained value with a high level of customer service. For more information visit www.adiant.com.