• by Tobi Elkin  @tobielkin, February 21, 2017

Simpli.fi, a provider of localized programmatic advertising, on Tuesday launched a native programmatic ad solution that combines native advertising with granular targeting capabilities. Simpli.fi said the addition of native programmatic to its platform will offer more heft to to the company’s mobile advertising offerings, which currently account for 62% of its impressions served.

Simpli.fi highlighted what it sees as the benefits of the emerging native programmatic ad format:

--Six times higher response rates than traditional display ads.

--The ability to achieve more granular targeting.

--Ad units can be personalized in real time for each publisher and individual user.

--Ad delivery across all digital media types including mobile browser, in-app, and desktop.

“The bottom line is that consumers engage with native ads at a significantly higher rate than traditional ad units. This improves CTR [click-through rate], branding, conversions, and every other metric our clients care about,” James Moore, chief revenue officer at Simpli.fi, told Real-Time Daily via email. Moore said adding native creative to the company’s programmatic offerings will give clients improvements in campaign performance without sacrificing precision or scale.

“Native and mobile-centric solutions are areas of significant growth in our industry as publishers evolve to meet consumer preferences,” Moore said.

As more advertisers add native to programmatic campaigns, they hope to improve both the performance and reach of those campaigns. In addition, they’re looking for cross-channel benefits and optimization.