AdYouLike, the native advertising platform has partnered with mobile demand side platform (DSP) for video, display and native ads, TabMo. As part of the integration, advertisers will be able to serve more personalized native ads on mobile devices.
The move will bring together TabMo’s DSP with supply-side platform AdYouLike, expanding access to inventory.
Adverts can now be served to the right audiences, within the right context and a brand-safe environment.
Francis Turner, US managing director of AdYouLike explains that a majority of time spent online is now happening on mobile devices.
“With 80% of online time being spent on mobile devices, it’s a critical space for advertisers to master, with its own unique set of challenges. Native advertising is specifically poised to be the dominant format for mobile, as it naturally integrates into small screen sizes without distracting users.”
According to recent AdYouLike research, AI-based targeting seems to be growing in demand.
Indeed, 98% of marketing executives believe that AI could drive more engaging adverts that are contextually relevant and brand-safe. The survey, conducted by Theorem, also found that 92% of marketers think that AI tech could leverage the context of a page to optimize native ads.
Christopher Childs, UK MD for TabMo, adds:
“We’re witnessing native advertising rapidly becoming the preferred method of creative ad delivery. With Adyoulike’s proven expertise in the space, 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.”