We have some exciting news to share. PowerLinks, the programmatic native advertising platform, and Respond, our publisher platform for creating and delivering native ads, have partnered to create a comprehensive Native SSP. The Respond SSP, built on top of PowerLinks’ open and customizable technology, pairs demand from leading global buyers on the PowerLinks’ open exchange, with unique rich media and responsive features from the Respond Platform. The platform will enable publishers to easily create, manage and deliver custom native units that fit the look and feel of their site, using their existing ad tech.
The Native SSP gives publishers a simple way to access multiple sources of other non-standard and native demand in one place, from global trading desks, networks, DSPs and Content Marketing platforms. The platform also offers publishers complete control over the floor price, approval lists and ad types. Each ad is styled to the specific site design, made responsive for every device, and served through the publishers’ existing ad server to their existing ad tags, so no tech integration or workflow changes are required.
According to a recent study, approximately 62% of publishers and 41% of advertisers have already begun to incorporate native into their strategy to harness improved engagement rates and better contextual relevancy.
Guy Cookson, Co-Founder of Respond, said of the partnership: “Our publisher clients want to generate native ad revenue beyond direct sales without adding more complexity to their tech stack, and without changing their workflows.
“Our new Native SSP gives publishers a simple way to monetise their unsold native inventory from the world’s leading sources of demand, in one place, through their existing ad server.”
Kevin Flood, CEO of PowerLinks, said, “Our goal is to provide the open & customisable platform for buyers, sellers and marketing technology companies to develop and scale unique Native Advertising businesses without the burden of repetitive integrations & from-scratch development.
“The Respond SSP will connect premium publishers to a diverse marketplace of Native Ad buyers; transforming revenue whilst maintaining transparency and control.
“This is a great example of the innovation which is driving unparalleled growth in the native advertising marketplace.”