Mumbai : Outbrain, the world’s leading discovery and native advertising platform on the open web, announced today the launch of Zemanta®, the leading native Demand Side Platform (DSP), in India.
In 2017, Outbrain acquired Zemanta and has established it as the DSP of choice for agencies for programmatic native buys in the US, Europe, Australia and now, India. As both native and programmatic advertising grow at an exponential rate, Outbrain is now ideally positioned to lead the native field in India this year.
“Digital marketing has grown on the strength of two important trends: Efficiency gains from programmatic buying and the performance that comes from native advertising. Marketers no longer have to sacrifice one in favor of the other,” said Todd Sawicki, chief executive officer of Zemanta. “The Zemanta DSP offers marketers the benefit of scale, user engagement, advanced automation and transparency all together in one offering,” added Sawicki.
Using Zemanta’s native DSP, marketers and agencies have a unique opportunity to access the largest native supply opportunities in the world, spanning dozens of programmatic native exchanges and SSPs including Outbrain’s own native advertising platform. Zemanta is unique in its ability to bid based on predicted user engagement, making it a natural fit with Outbrain’s offering.
Unlike traditional DSPs which are built to buy impressions, Zemanta is designed to buy clicks. The platform bids on impressions based on its proprietary algorithms for predicting user engagement. Furthermore, it will optimize campaigns for post-click performance, uniquely optimizing for KPIs such as Cost Per Visit, Bounce Rate, Time on Site, Cost per Lead or Sale.
“Outbrain’s platform offers Smart Native – performance and engagement driven advertising. This aligns perfectly with Zemanta’s performance and engagement technical DNA making it a characteristic fit with Outbrain’s offering,” said Head of India for Outbrain, Sandeep Balani. “Furthermore, Zemanta will help our demand partners to have access to all platforms with a single dashboard which will enable them to consolidate their native buying with a single platform.”