Mobile technology provider, Widespace, has just announced the roll-out of a full-stack programmatic advertising platform and automated marketplace to deliver brand campaigns on mobile. Dubbed Summit, the product launch confirms that mobile is now a dominant format in the everyday life of many consumers – apparently users touch their devices an average 2,500 times a day.
Widespace rolls out Summit programmatic platform
Programmatic is also becoming a way for advertisers and publishers to buy and sell media successfully. The market is worth €5.7bn in Europe, according to 2015 IAB figures.
However, programmatic hasn’t gone completely native for mobile just yet. Whilst buyers demand quality and brand safety, the opportunities to purchase mobile brand ads programmatically are limited.
Widespace has created Summit to fill that gap and support it through an automated guaranteed buying solution.
Publishers an sell their inventory through Widespace as well and the Summit end-to-end solution makes it easier to even sell rich media programmatically in a way previously unsupported by Open RTB protocol.
Users can be targeted using smart brand interest profiling based on historical data and brand preferences across the entire mobile ecosystem. Inventory delivered via Summit comes with a Widespace guarantee of zero non-human traffic which features vetting against bot-traffic and ads unlikely to be viewed by humans.
Patrik Fagerlund, CEO at Widespace, explains:
“From both an advertiser and publisher perspective mobile is a natural home for branding campaigns – it’s uniquely personal and ever-present as a channel, but the technology to deliver against this programmatically has been lacking. Crucially, many programmatic solutions don’t make high quality, rich media, mobile-specific ad formats available. Even solutions that are mobile specific often aren’t geared towards branding, both in terms of the KPIs campaigns can be measured to, but also in terms of tackling the issues of fraud and viewability on mobile – which can stand to undermine brand impact severely. This is something Summit is designed to address, enabling Widespace, its clients and its partners to buy and sell programmatically, without compromising on quality or impact.”