Dive Brief:
- Joining the native advertising trend, PulsePoint launched a content marketing platform to serve native ads for sponsored content.
- Distribution for the native ads to publishers will be handled by the existing programmatic ad platform.
- PulsePoint’s new platform will also distribute ads via APIs to social and content discovery networks.
Dive Insight:
Native advertising is an ongoing trend, even news agency Reuters is getting into the act, and now ad exchange PulsePoint, best known for its display ad bidding platform, is launching a content marketing platform that will create native ads that serve sponsored content. The platform handles branded content, and the team adds headline and image variations that web users will see in the ads before clicking through to the sponsored content. Those ads are then distributed to publishers through PulsePoint’s existing programmatic ad platform, and through the new content marketing platform via APIs to social and content discovery networks. PulsePoint will track performance of its ad headline and image combinations across all three networks and optimize what web visitors see with each new ad served.
Metrics tracked for the real-time testing and optimization of native ad headline and image combo include: time on page, scroll time and clicks among other performance indicators.
PulsePoint CEO Sloan Gaon told VentureBeat, “Programmatic is in our blood. Brands have been creating content, but the problem [has been] distribution at scale.”