Why Summit is Filling a Gap in the Market
Programmatic is increasingly becoming the way advertisers and publishers buy and sell media, with the IAB revealing that programmatic was worth €5.7bn across Europe in 2015. However, few programmatic solutions are native to mobile, and for buyers who value creativity, quality and brand safety there are limited opportunities to buy mobile brand advertising programmatically today.
When you then consider that mobile has now asserted itself as the first screen with consumers touching these devices on average 2,500 times a day, there is a significant gap the market.
Summit is designed to fill this gap, being a full-stack programmatic ad platform and automated guaranteed marketplace designed specifically to deliver branding campaigns on mobile.
Mobile is a natural home for branding campaigns, from both an advertiser and publisher perspective – it’s uniquely personal and ever-present as a channel. However, the technology to deliver against this programmatically has been lacking. 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, our clients and our partners to buy and sell programmatically, without compromising on quality or impact.
Summit’s end-to-end solution and integrated modules, make it possible for publishers to sell rich media programmatically, in a way that’s not supported by the Open RTB protocol. It also enables the targeting of users across the whole mobile ecosystem and not just parts of it with smart brand interest profiling of the user based on historical data and previous brand preferences.
Inventory delivered via Summit also comes with Widespace recently announced guarantee of zero non-human traffic, which incorporates vetting against both bot-traffic, and ads that are simply unlikely to be viewed by a human.
If you’re looking for new technology to boast your mobile offering, Summit is now available.