Publishers are moving in droves to native advertising models to drive revenue in the face of falling CPMs from traditional display banner buys. Options for publishers to capture programmatic native advertising revenues at scale and still deliver relevant content for readers are available. Here is an overview of some of the key native advertising platforms for publishers (taken from the Native LUMAscape chart) with some brief notes and key stats for each vendor.
Native Advertising Platforms Overview
- OpenX Native Exchange OpenX received $75.5M in 6 rounds from 15 investors. Founded May 1, 2008. Helps publishers grow their businesses by creating highly efficient, high quality programmatic advertising marketplaces that deliver optimal value to all buyers and sellers of digital advertising. Has 251-500 employees. A Supply Side Platform (SSP) leader, the OpenX Native Exchange allows publishers a great deal of control and also access to one of the largest demand pools available.
- Sharethrough was launched January 1, 2013. It is a full-stack platform that enables content publishers to manage in-feed, native monetization. Publishers include Popular Science, Men’s Health and RealSimple. There are 150+ employees across North America and Europe. 23 of 25 AdAge Megabrands use the Sharethrough Exchange.
- AdsNative Adsnative was founded in 2013 and has received $2M in 2 rounds. This is a content ad server that allows publishers to better monetize websites and apps through in-feed native ads. They currently have between 11-50 employees. Publishers include ABC news, Politico, Cracked.com, and Disqus.
- Bidtellect was founded January 3, 2013. 101-250 employees. Funding $49.2M in 3 rounds. Platform allows brands to activate native advertising campaigns in real-time bidding.
- Nativo was founded June 7, 2010. They have received $51.2M in 5 rounds. A leading advertising technology platform for publishers to scale, automate and measure native ads. Has over 350 publishers. Over 20 employees.
- Polar was founded in 2007. Polar MediaVoice enables publishers to place native advertisements in-stream across their sites and improve the existing ad infrastructure. They received $14M in 3 rounds. They have over 50 employees.
- MoPub was founded in 2010 and acquired by Twitter on September 9, 2013, with a clear focus on mobile ads. They received $18.5M in 4 rounds from 6 investors, and have between 101-250 employees. Mopub enables publishers to understand ad performance and user engagement. Top publishers include myfitnesspal and Tango.
- StackAdapt was founded June 1, 2013 and has between 11-50 employees. They have received $900K in a seed round. It is categorized as a native advertising demand side platform tapping into native ad exchanges and premium publishers.
- Zemanta was founded in 2007 and has received $11M in funding from 7 rounds. It is a content suggestions plugin for content creators that suggests links, images, keywords and tags that are content relevant. They have over 20 employees.
- Distroscale was founded in 2013 and is a platform and marketplace for delivering, managing, and measuring native content across websites, mobile web and applications. They have over 20 employees.
- PubMatic is the leading Supply Side Platform (SSP), having raised $63M. PubMatic’s Native Ads solution checks off all the boxes for cross-channel offerings, access to advertiser demand, control, and a mix of standard and flexible ad formats. PubMatic works mostly with very large publishers.
- TripleLift Formed in 2012 and has raised $16.6M across 4 rounds of funding. Strong design and focus on real time bidding (RTB) capabilities for native ads. Triplelift has a network of 2300 publishers including Hearst, The Knot, and USA Today.
The following native advertising platforms have a strong mobile focus:
- PubNative is a mobile publisher platform that serves scalable and flexible native ads via API for apps and mobile web. Founded in July 2014; no funding has been announced.
- Kargo was founded in 2003. Focused on mobile and tablets, the platform connects top B2C brands like P&G, Unilever, and McDonaldss with publisher audiences. Has over 150 companies and over 100 employees.
- Yieldmo was founded in 2012. Received funding of $32.1M in 4 rounds. Has 51-100 employees. Enables marketers to purchase high quality non-banner ad inventory in Yieldmo’s patent-pending, consumer friendly ad formats on the mobile pages and apps of premium publishers.
- Adtile was rounded August 1, 2010. Native advertising solution for the mobile industry. Adtile Motion Technology takes advantage of some of the unique capabilities of mobile phones (such as gyro and GPS) to deliver innovative ad products. Has at least 20 employees. Received $7.2M in 2 rounds.
- Namo Media was founded in 2013 and acquired by Twitter in 2014. They received $1.9M in funding from over 14 investors. This technology allows any mobile app to do mobile advertising like Facebook that sit in-stream rathe than in banner ads.
- Inmobi is focused more on native ads within mobile applications. Founded in 2007 and has raised $220M over 5 rounds.
A native advertising platform can help publishers tap into growing programmatic native ad buys and programs. A direct sales effort is a key complement to this – contact TechCrowds to help if you are looking to outsource some or all of your native ad sales.
Let us know your experiences with these native ad platform vendors or if we are missing any in the comments.