“Programmatic Native”: DEFINE MEDIA and Yieldlab create joint technology offering for publishers for the programmatic marketing of native advertising

DEFINE MEDIA is expanding its programmatic native offering. After establishing a partnership with the demand-side platform provider Active Agent, the pioneer and technology leader in automated content marketing has now also agreed a collaboration with Yieldlab. The company, which like Active Agent is part of the European Adtech Stack of the virtual minds Group, is the leading supply-side platform (SSP) and solution for private marketplaces in the premium publisher segment in Europe.

With the connection of DEFINE MEDIA’s CONATIVE system to Yieldlab’s YRD solution, publishers who market their classic advertising inventory programmatically via Yieldlab now also have access to high-quality content marketing campaigns. Native media, from classic teasers to expand advertorials, can be fully automated and data-based in a single, integrated process alongside classic advertising placements. The native ads are automatically adapted graphically by the CONATIVE platform to all channels and end devices and visually to all respective publisher environments and can be measured centrally for all relevant KPIs and optimised in real time.

With their joint technology offering, DEFINE MEDIA and Yieldlab are expanding their respective business areas and strengthening their respective market positions. Partners of the two companies will benefit from a high-quality programmatic marketplace for premium advertising inventory and native media from a single source with end-to-end automated and data-based handling and delivery processes.

DEFINE MEDIA and Yieldlab intend to further expand their programmatic native portfolio in the coming months.

“In terms of media trading, native advertising is still largely at the beginning of its programmatic potential,” explains Marius Gebicke, Managing Director of DEFINE MEDIA. “Thanks to our partnership with Yieldlab, we can now make optimal use of the dynamics of the two growth markets of programmatic advertising and native advertising on the supply side and offer publishers additional revenue potential from the programmatic marketing of a high-performance monetization alternative to traditional advertising that is accepted by users.”

Frank Sültmann, CEO of Yieldlab, adds: “We want to offer media solutions on our platform that enable advertisers to optimally harmonize advertising messages and usage situations and that fit perfectly with the editorial content of our media partners. In addition to standard formats and channels, Yieldlab’s roots lie in the development and implementation of individual solutions for and with our media partners. Content marketing is another building block for successful media offerings and corresponding campaigns.”