Toronto-based ad tech company Polar has formed a partnership with Moat to deliver in-depth, real-time reporting through its native ad platform.
Polar’s MediaVoice platform is used by publishers like The Globe and Mail, Washington Post, Slate, Conde Nast and Rolling Stone to create and deliver custom native content on their websites. A publisher can use MediaVoice’s built-in CMS to develop their own content, or use it to publish sponsored video, text or graphics sent to their ad server by clients.
Moat provides MRC-accredited independent measurement and verification on key performance indicators like viewability, engagement, read time and conversions. In the ad tech world, it’s a well-known and trusted provider that’s integrated with dozens of platforms such as Brightroll and Google DoubleClick.
The new partnership will see Moat’s analytics integrated into the MediaVoice platform, so publishers can use it to evaluate performance and create detailed reports for clients.
Since native is a premium product that’s priced a lot higher than display advertising, publishers are looking at ways to offer premium service to clients as part of the package, said Polar VP product Rahul Nirula.
“Providing more depth around the reporting is a theme a lot of publishers are looking at,” he said. “There’s a bit of them wanting to provide more service, and there’s a bit of a pull from the agency/brand side, who want to know how well a particular piece of content is doing.”
Nirula said that publishers are beginning to combine top-level analytics (like the number of impressions served throughout a campaign and the overall click-through rate) with more nuanced views of specific pieces of content to help both their own editorial team and the client understand what works best in native.
The Globe and Mail was one of the first publishers to make use of Moat analytics on the MediaVoice platform.
“The digital advertising landscape is evolving quickly and we rely on partners like Polar and Moat to help us deliver a complete solution to our clients,” said Cynthia Young, director of advertising products and innovation at The Globe and Mail, in a release. “We’re changing the conversation from the click to engagement and attention with native advertising.”
