Digital Advertising

AdYouLike and TabMo announce mobile-focused native programmatic advertising partnership


By Bennett Bennett | Staff writer

November 14, 2017 | 3 min read

AdYouLike has formed a partnership with TabMo, the first mobile creative demand-side platform (DSP) for video, display, and native advertising. This integration enables agencies and brands to serve their audiences with more personalized native advertising on mobile devices.

This partnership combines the technologies of demand-side platform TabMo with supply-side platform (SSP) AdYouLike, which helps mobile marketers benefit from this new expanded access to inventory.

Mobile and native advertising

AdYouLike and Tabmo join forces announcing a partnership that they hope will better bring native ads to mobile devices

Through Tabmo’s unique demand in the mobile space, plus AdYouLike's IBM Watson-powered native AI, ads can be served to the right audiences, in both a proper context and in a brand-safe environment.

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According to AdYouLike’s US managing director Francis Turner, 80% of online time is being spent on mobile devices. “It’s a critical space for advertisers to master with its own unique set of challenges," he said. To him, native advertising is poised to be the dominant format for mobile, “as it naturally integrates into smaller screen size, without distracting users.”

Chris Childs, UK managing director for TabMo, agreed. “We’re witnessing native advertsing rapidly becoming the preferred method of creative ad delivery," he noted.

On working with the SSP, he said: “We’ll now be able to bring our clients the power of AI-based targeting, which forms the backbone of this partnership and AdYouLike’s technology.”

This AI-based approach looks to be in demand among executives: according to a study AdYouLike conducted with Theorem, 92% of marketing executives believe that AI technology can help leverage the context of a page to optimize native ads. This partnership is important for publishers taking note of the shifting playing field they operate in.

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