AdMaxim launches new programmatic native advertising platform

Mobile advertising tech provider AdMaxim has launched new mobile-first programmatic native advertising platform for marketers, native.ly.

The native ad market is set to increase in size to £10.3bn in Europe by 2020, representing 156% growth.

AdMaxim's new platform is underpinned by bespoke technology built on top of AdMaxim’s tech stack and provides tools for advanced targeting across native campaigns;.

It uses audience segmentation, device and connection type targeting, location, live data, dynamic creative optimisation, private marketplace deals and other advanced techniques.

The company says the new platform offers global reach and an end-to-end service for brands and agencies; from creating and planning campaigns, to distributing through thousands of premium publishers and analysing valuable post-campaign data.

Some global brands are already on board with the the native.ly platform, including top tier advertisers from across AdMaxim’s portfolio of existing clients in the retail, automotive and entertainment sectors.

AdMaxim CEO Sultan Khan said he thinks native will be a "key pillar" in digital ad tech's future.

“It’s going to vastly improve the user experience for consumers in terms of advertising formats, as well as drive much better results for advertisers and help publishers to generate incremental revenues. Adoption will grow even more rapidly over the next few years.

“Combining the potential of mobile and native represents a particularly strong proposition for marketers, so we deliberately set out to build a true end-to-end system that offers marketers the flexibility to use any native format or creative approach they want, combined with precision data optimisation.

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