NEW YORK, Jan. 29, 2015 /PRNewswire/ -- Today, Polar (http://polar.me) is announcing a major platform upgrade to MediaVoice, its native advertising platform used by the world's largest publishers. The Washington Post, Forbes, Slate, Huffington Post, Conde Nast, News Corp, Hearst Magazines, Associated Press, Refinery29, Major League Baseball, The Daily Telegraph, The Economist and Bloomberg are some of the many publishers using MediaVoice to power native advertising for their direct-sold content programs.
Since the initial launch of MediaVoice in July 2013, the platform has helped publishers develop and strengthen their native advertising and sponsored content programs. Over the past six months, Polar has rolled out a major platform upgrade to MediaVoice, with a focus on enabling stronger automation, flexibility and reporting for publishers to increase the scale of their native programs.
Unparalleled integrations with existing publisher ad servers
"Our expansive ad server integration in MediaVoice allows publishers to leverage existing workflows versus having to use yet another ad server," says Rahul Nirula, Vice President of Product, Polar. MediaVoice now supports DoubleClick, ADTECH, OAS, AppNexus, FreeWheel and Mocean.
Polar has strengthened its integration with DoubleClick, which now includes:
-One-click export of all native creatives from MediaVoice into DFP
-The ability to automate 100% of the ingestion of new native creates into DFP
-The ability to bundle a 'collection' of native creatives into one DFP ad call to minimize ad serving costs and page performance impacts
-Support for DFP Premium, DFP Legacy and GPT tags
"MediaVoice's ability to work with our existing ad server removed many of the pains associated with transitioning to an ad-serve model for native promotion of sponsored content," says Mia Birkhead, Director of Ad Operations, Slate.
Greater automation with existing publisher content management systems
When it comes to creating custom content for native programs, publishers will often opt to use their existing content tools (including their CMS). Polar has built and scaled the capability for publishers to automatically ingest sponsored content into MediaVoice from their CMS, through the use of RSS feeds. These capabilities, along with integration with existing ad servers, provides a turnkey solution where the workflow from creating custom content to serving a native ad is fully automated.
"We had all the pieces that constitute a comprehensive sponsored content program: the editorial skills, the sales team, the ad operations and development resources," says Rosalyn Morris, Product Manager, The Globe and Mail. "With Polar, we were given the tools to fit those pieces together and provide our clients with an end-to-end native advertising solution."
The industry's most comprehensive native ad reporting dashboard
Easy access to a wide range of reporting tools is another reason publishers choose MediaVoice. MediaVoice aggregates ad, web, content and social analytics for a publisher's content program into a single dashboard, making it easy for internal teams to access the reporting they need. Additional reports have been added for Creative, Campaign and Placement comparisons.
A recent partnership with Moat gives customers of both platforms the ability to integrate the industry's most trusted viewability metrics with native ads.
"Clients using BrandConnect look to our team to help create and deliver high quality content programs that our audience will engage with. Combining the data and storytelling power of Moat with the innovative native technology from Polar, helps us tell a stronger story to our clients on how their content programs are performing," says Jeff Burkett, Senior Director of Sales Operations and Product Strategy at the Washington Post. WP BrandConnect is The Washington Post's sponsored content program.
iOS and Android support now available
Social sites are proving that value of the native format within mobile in-app experiences. MediaVoice's robust software development kit (SDK) supports native ad integration in mobile apps for both iOS and Android, leveraging a publisher's existing ad server.
"The Associated Press reaches millions of consumers around the globe, so we needed a native ad solution that would scale across all our properties," said Ken Detlet, vice president, digital advertising strategy and sales at The Associated Press. "MediaVoice brings us the flexibility to run native ads across desktop and mobile, including our native iOS and Androids apps, all while using our existing ad server."
Native Preview tools to support sales and ops teams
MediaVoice now lets customers preview native ads live on their site(s) without trafficking it through their ad server, providing a unique URL for the native creative which is proving useful for internal testing and external client approvals.
Visit www.polar.me/MediaVoice to learn more about how publishers are using MediaVoice to scale their native program and to request a platform demo. Existing Polar customers can contact their representative to learn more about the MediaVoice platform upgrade.