Widespace Launches Summit Ad Platform
- by Radu Cotarcea
Widespace has announced on November 16 the launch of its Summit, which the company described as a "full-stack programmatic ad platform and automated guaranteed marketplace designed specifically to deliver branding campaigns on mobile."
The company explained that the launch is a response to mobile having "asserted itself as the first screen, with consumers touching these devices on average 2,500 times a day." Furthermore, the company argued that programmatic is increasingly becoming the way advertisers and publishers buy and sell media, with the IAB revealing that it was worth EUR 5.7 billion in across Europe in 2015.
According to Widespace, the marketplace also benefits publishers by enabling them to sell their inventory as part of Widespace packages or via direct deals, simplifying the tedious manual direct deal process. 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.
Patrik Fagerlund, CEO at Widespace, commented: "From both an advertiser and publisher perspective mobile is a natural home for branding campaigns – it’s uniquely personal and ever-present as a channel, but the technology to deliver against this programmatically has been lacking. Crucially, 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, its clients and its partners to buy and sell programmatically, without compromising on quality or impact."