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The ad tech industry has a new player in the form of With the ever increasing shift to a 'responsive' fluid site design for premium publishers, says it wants to ensure brands and publisher can leverage at scale 'adaptive' creatives programmatically and in a device agnostic manner. The company claims that its technology provides 100 per cent viewable and transparent impressions for the buyer regardless of customer creative sizes or publisher platforms.

"We couldn't have asked for a better time to unveil our recently launched product offering, which has been built with an objective to solve a number of publisher problems while adding value and additional revenue to their business models. Benefiting not only the publishers, the programmatic buyers are the key advertisers in our ecosystem who are already accessing RTB supply via large exchanges and now only have to enable a new source of a native ad marketplace within global platforms like Google AdX, Adtech Marketplace and Appnexus,” said Karan Gupta, Founder & CEO of

Having been associated with Affinity, a contextual advertising network, prior to his current business, Gupta has conceived and built the global display and mobile network for Affinity.

Pankil Mehta, Co-founder and Chief Business Officer of added, "Our suite of tools enables brands to connect to a wide variety of existing creative sources to generate a top-of-the-funnel brand lift opportunity on targeted inventory. Publishers can now utilize standard IAB banner, video and rich media in previously unused space across their entire network without burdening their tech teams."

Supply side users leverage to display engaging on-demand native ad experiences with CTRs and RPMs that not only create incremental revenues but exceed standard ad banner performance metrics by creating placements within the page in real time using the most optimum size and space available.

"Driving new revenue streams for your websites and the ingenuity of our algorithm accomplishes the growth of your business. technology was developed to understand context, determine intent and auction ad space via programmatic channels using RTB platforms. Both supply and demand are managed via the platform, which delivers the highest ROI for advertisers and new revenue earning potential for publishers," concluded Gupta.

Tags AndBeyond.Media programmatic Google AdX Ad Tech Appnexus Karan Gupta Pankil Mehta Affinity RTB IAB Contextual Advertising native advertising

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