Dive Brief:
- Bidtellect, a native advertising tech firm, has released what it claims is the world's first demand-side platform focused on allowing advertisers easy access to inventory and the ability to scale native ads.
- The new product — simply dubbed Native Marketing Platform — offers publishers a supply-side platform with unlimited access to demand-side inventory.
- The platform uses algorithms to identify optimal ad choices based on context, behavior, time of day, day of week, device, and other variables.
Dive Insight:
Bidtellect is working to solve one of the biggest problems with native ads: their difficulty to scale. If its algorithms are as effective as Bidtellect claims, Native Marketing Platform could be a great tool for companies looking for a more automated or streamlined approach to native advertising.