“We can now overlay Turbine, which allows us to do the audience targeting and hone in on the audience that we are trying to capture,” said Elizabeth Harrington, head of Plista for North America. “This is an important evolution in our relationship that allows us to target using our real-time audience building and allows us to scale.”
Publishers working directly with a client on a sponsored content campaign could point them to their DSP to allow them to execute everything there. And native ads they sell indirectly will come from brands who signed IOs as well as those transacting programmatically.
Choi sees this addition of programmatic solving for a key problem: The most time-consuming advertising to execute often creates the biggest effect.
“So much of digital advertising has been a trade-off between impact and scale,” Choi said. “By making it programmatic, we are removing that limitation to buying high-impact stuff.”