Widespace launches its marketplace for premium mobile display and video advertising in the Nordics
Widespace’s Summit marketplace offers a mobile first programmatic technology, finally allowing advertisers to reach users across the whole mobile ecosystem
Stockholm, Sweden, 3rd, April 2017: Today Widespace, the provider of technology to build brands in a mobile world, has announced a partnership with Nordic publishers including Berlingske, Egmont and TV2 among others. This partnership signals the launch of the Summit marketplace in the Nordic region, a full-stack programmatic ad platform and designed specifically to deliver branding campaigns on mobile.
The current market poses significant challenges to traditional publishers, with the digital duopoly of Facebook and Google dominating ad spend. Additionally publishers are facing audiences moving online, and particularly onto mobile, where outside of Android Web audiences can be hard to monetise – due to cookies not being supported in iOS, or in-app.
This also means that advertisers are seeing it increasingly difficult to reach users where they actually are. While more than 60% of digital inventory is now on mobile, only a fraction of the programmatic ad spend is currently spent buying mobile inventory on the open market. Traditional programmatic tech stacks are often based on cookie matching, so are not reaching the full potential audience offered by mobile.
This is something that Widespace’s unique mobile-first technology seeks to address. The Summit platform, which launched in November 2016, is a programmatic solution that’s native to mobile, and designed for buyers who value creativity, quality and brand safety. It also enables the targeting of users across the whole mobile ecosystem and not just parts of it – i.e. environments that offer cookie targeting – with smart brand interest profiling of the user based on historical data, and previous brand preferences. As a result, clients will be able to access greater reach across high quality mobile inventory, ensuring advertisers meet their reach KPIs in a brand safe environment.
The Summit marketplace enables publishers and clients to trade inventory available in a collective marketplace, all infused with data, AI optimised delivery and advanced analytics. This is primarily in the form of mobile-web inventory, as this is where readers are most frequently found, with desktop dropping off and many newsbrands struggling to generate app traffic.
Inventory delivered via Summit also comes with the recently announced Widespace 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.