Toronto-based mobile development company Polar Mobile announced the launch of a new platform for native advertising on Monday.
Several major media players, including The Globe and Mail, Toronto Star, St. Joesph Media and Blue Ant Media have already signed on to use the new platform, called MediaVoice.
Kunal Gupta, CEO of Polar Mobile, said the company created MediaVoice to serve clients that have been asking for native advertising solutions. It will operate independently of MediaEverywhere, a platform Polar Mobile launched last year for mobile sites and apps (prior to the launch of MediaVoice, Polar Mobile had offered native ad services through MediaEverywhere).
“In the past few months, we’ve seen the market and our customers show a great interest and excitement towards our approach to enable native advertising in a scalable way that we made the decision to offer it as a standalone platform,” Gupta said.
The new platform allows marketers to create and serve several “sponsored” ad formats, including stories, videos and photo galleries. The mobile firm has also created a web-based tool for clients to create and manage their native ad campaigns and a reporting dashboard that shows how the ads are performing in real time.
