PowerLinks Launches Native In-app Capabilities

powerlinksProgrammatic native ad platform PowerLinks has announced the rollout of native in-app buying capabilities across its demand-side platform and exchange platform, following the ratification of the new IAB OpenRTB 2.3 standards.

The company is simultaneously releasing full support of the new OpenRTB standards for native advertising, enabling current and future integrations to confirm with these new standards for buying and selling native ads.

The new in-app solution enables marketers and ad buyers to access in-feed and in-stream inventory at scale, allowing them to use a single set of creative assets to deliver unique native ad experiences across thousands of premium mobile apps and publishers.

“Native advertising is proven as a highly effective strategy for brands to engage their audiences, especially in mobile environments,” said Kevin Flood, CEO of PowerLinks. “The addition of in-app capabilities across the platform will enable advertisers to engage audiences across all devices seamlessly.”

For the initial launch of the in-app functionality, PowerLinks has partnered with PubMatic to provide buyers with access to native inventory surfaced by PubMatics premium publisher base in the US and EMEA.

The release will also enable platform buyers to target and optimise in-app campaigns with first and third party data, as well as geographic and device data, alongside PowerLinks proprietary keyword-level contextual and audience interest data, providing comprehensive controls and targeting for advertisers.

“The opportunity for advertisers to leverage diverse mobile specific data point in real time, across thousands of unique mobile sites and apps, whilst delivering a highly native and responsive user experience is a perfect storm,” said Flood. “Native advertising on mobile devices is set for significant growth throughout 2015 and we are excited to be part of the shift towards genuinely built-for-purpose marketing.”