NEW YORK, NY--(Marketwired - April 15, 2015) - Today, digital advertising company Undertone announced that it will begin selling its proprietary high impact formats programmatically. For the first time, buyers will be able to access the company's best-selling cross-screen formats, such as PageGrabber X™ and ScreenShift®, in programmatic direct environments including Undertone's Virtuoso™ buying console. This announcement builds on September's introduction of Virtuoso, which offered programmatic access to premium publisher inventory and the IAB Rising Stars at launch.
Undertone's offering brings immersive, engaging formats with interactive creative capabilities to a market that all too often defaults to standard banners. In addition, advertisers and agencies will have programmatic access to Undertone's cross-screen inventory, which is aggressively monitored for brand safety and quality using the proprietary Green List™ system and third party validation.
"Programmatic is here to stay as a part of the digital advertising ecosystem. However, the standard ad formats available programmatically to date have limited buyers' ability to stand out and truly engage audiences," said Undertone CEO Corey Ferengul. "With Undertone's new offering, marketers and agencies no longer need to choose between great creative canvases and programmatic efficiency and flexibility."
Programmatic buying is expected to reach $20.41 billion, or 63% of US digital display ad spending by 2016, according to eMarketer. Programmatic direct is one of the fastest-growing subsets of programmatic buying, forecasted to grow to $8.57 billion, or 42% of all programmatic buying in 2016, up from 26% this year. The addition of Undertone's high-impact formats is an exciting new option for buyers seeking programmatic access to brand-building formats and high quality inventory.
"Undertone has delivered great digital brand experiences for our clients over many years," said Adam Shlachter, Chief Investment Officer for Digitas LBI. "We're excited to have access to such high-impact formats in a programmatic fashion as our buying strategies continue to evolve. It's the right kind of a brand-centric solution for this space."
About Undertone
Undertone is a digital advertising company that sits at the intersection of media, creative and technology. We develop immersive video, high impact and display ad units that enable brands to engage consumers beyond the confines of traditional banner ads. Through our technology platforms, we deliver these ads across screens and devices on a handpicked portfolio of publisher partners. Find out more at www.undertone.com.
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Eric Franchi