NEW YORK, May 7, 2015 /PRNewswire/ -- PowerLinks, the programmatic native advertising platform, and video ad tech company Unruly have come together to launch an industry first programmatic native advertising partnership.
The partnership will enable buyers on the PowerLinks demand-side platform (DSP) to run video campaigns across premium publishers on UnrulyX, where audiences will see native ads across all devices, served through In-Feed placements on home pages and in content streams.
Advertisers will be able to access every placement with one standardized set of creative assets, including a video, headline and sponsor message, which will automatically adapt Unruly's In-Feed video ads in real-time to the design and layout of the publisher's website through Unruly's proprietary Liquid Layout Technology.
The real-time bidding (RTB) integration will allow advertisers to reach audiences with granular targeting using 1st and 3rd party data, keyword level context and dozens of other data points to deliver highly relevant messages and to optimize performance.
With viewability in the forefront of buyer's minds, Unruly's In-Feed placements only begin to play once in-view, making the inventory 100% viewable. The partnership will provide detailed reporting and will allow advertisers to make changes and optimizations in real time, while also using PowerLinks proprietary learning and bidding technologies to achieve engagement and conversion goals.
Brand safety and transparency will also be assured through Unruly's partnership with Integral Ad Science as well as its partnership with MOAT to validate video viewability, both MRC-accredited vendors.
"For the first time, buyers can access In-Feed video within premium editorial content – layering on comprehensive audience data and granular targeting to reach audiences with meaningful and engaging video content." said Kevin Flood, CEO of PowerLinks. "We're excited to be partnering with Unruly, who have been instrumental in the growth of socially shareable, long form and micro video for the Open Web."
The partnership comes as In-Feed video sharing and consumption grows dramatically. According to Bloomberg, more than half of Facebook's U.S. visitors are watching at least one video a day. Native video advertising is also proving to be highly effective for brand engagement and recall, offering 82 percent greater brand-lift when compared to pre-roll, according to Nielsen.
Kenneth Suh, SVP Global Business Development at Unruly said, "We're excited to partner with PowerLinks to offer our In-Feed placements to their clients and partners. We've built out our programmatic stack focusing on mobile, video and native and our relationship with PowerLinks helps to secure our spot as the leading native exchange, and the only one that transacts on viewable impressions."
Unruly will also leverage PowerLinks to extend direct campaigns across unique native ad formats and sellers on the PowerLinks Exchange.
PowerLinks is the leading global platform for Programmatic Native Advertising. The platform connects buyers and sellers of Native Ads, powering custom exchanges, marketplaces and Real Time Ad Serving. PowerLinks' unique technology enables sponsored content, Ecommerce, search advertising and video to be delivered across all devices, providing flexibility for media owners and marketers to transform their revenues.
The company was founded by Kevin Flood and Mike Harty in 2012 and has offices in New York and London. PowerLinks was named as a winner in OnMedia's Top 100 Private Companies 2014.
Rachael Whalley, Director of Communications
Video ad tech company Unruly is the leading programmatic platform for social video advertising, powered by UnrulyX, the first supply side platform (SSP) for mobile video to offer scaled delivery of native ad formats and guarantee the viewability of premium video impressions bought via RTB.
As well as a number of accolades recognizing its technical innovation and product quality (Digiday, Sunday Times, Braves), the company has won 'Best Companies to Work For' (Sunday Times), 'Best Digital Ad Ops Team' (AOP) and has been named as the UK's #2 Fastest Growing Tech Company (Deloitte). Its super power is unique data. Its secret weapon is passionate people on a mission to #DeliverWow. Find out more at www.unruly.co.
Tara Mulloy, Content Marketing & Media Relations Manager