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TMCNet:  Polar Expands into the U.K., Announces Partnerships with Hearst, Haymarket, Future, and Net Communities

[February 19, 2014]

Polar Expands into the U.K., Announces Partnerships with Hearst, Haymarket, Future, and Net Communities

NEW YORK --(Business Wire)--

2014 is poised to be a banner year for native advertising and the U.K. market is a big reason why. Today, we are pleased to share several U.K. publishers have chosen Polar's MediaVoice solution as their native advertising platform, including Hearst Magazines, Haymarket Media Group, Future PLC, and Net Communities among others.

The world's largest publishers are choosing Polar's MediaVoice solution as their native advertising platform to power, monetizes, and scale their sponsored content business.

"Native advertising translates well to mobile, and Hearst needed a solution for scaling this new ad format across platform and across our brands," said Stephen Edwards, Group Digital Sales Director, Hearst Magazines UK. "We can now offer native ads to our clients looking to reach and engage with our readers in unique and meaningful ways using MediaVoice."

Finding efficiencies in the workflows to deliver native ads is imperative for success. That's why MediaVoice, which leverages a publisher's existing content management system (CMS) and ad-serving infrastructure, proves itself as the essential platform for delivering native ads across desktop and mobile.

"We have a sophisticated sponsored content business and our clients across the gloe expect top-notch results with their campaigns," said Andy Evans, CEO, Net Communities. "MediaVoice gives us control over how we use our native ad inventory and the reporting capabilities allows us to show marketers their campaign's traffic and reach at a much more detailed level."


Content marketers are measuring the success of their native ad campaigns by focusing on a variety of engagement metrics, including dwell time, page views, social activity in addition to traditional impression performance. MediaVoice provides publishers with a wide breadth of metrics and the depth they need to keep clients informed.

"Future have won a number of awards for our content solutions, however we are always looking to improve and were searching for a partner that understood the premium nature of native ads," said Nick King, Commercial Director, Future PLC. "MediaVoice's easy implementation with our workflow and robust tools for innovative native presentation made it an easy choice for our marquee properties."

The agility of the U.K. market means publishers need to adapt and produce innovative native ad placements with a quick turnaround. MediaVoice's ability to adapt to their processes offers them the flexibility they need and provides them the results to show clients the effectiveness of these premium campaigns.

"Publishers are increasingly putting a focus on scaling their sponsored content revenue and looking for a best-in-class platform to achieve this," said Kunal Gupta, CEO, Polar. "The UK market represents an exciting growth opportunity for Polar and we are thrilled to have great new publishers working with our MediaVoice platform".

Because of the size and nature of the U.K. marketing landscape, the challenges U.K. publishers face are unique. The same amount of labor is required to push campaigns which would be reach an audience one fourth the size in the US market. As Jay Stevens, General Manager, International at Rubicon Project, describes in Digiday recently,"In the U.K., that manual process is a bigger deal because it eats a greater percentage of order value."

Want to see if MediaVoice is a fit for your publication? Request a demo here.


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