‘Content-only’ platform for programmatic ads goes live


Avid Media, the content marketing and native distribution company, has unveiled what it claims is the first demand-side platform focused purely on content.


Spartan gives visibility to brands and agencies on content performance from all suppliers from one platform.

The result of five years’ development work, Spartan maximises the efficiencies of programmatic content marketing by automating the process of placing native content and accurately targeting it to the right audience in the right media at the right time.

“There’s no shortage of DSPs out there but existing providers only offer native as part of an all-round package which, naturally, results in a diluted service,” says Nick Brown, CEO, Avid Media. “Spartan is the first of its kind to focus solely on content, powered by content consumption insights. Our mission is to evangelise and create best practice in this space – something that has been largely neglected, until now.”

“What we’ve done with Spartan is create one giant independent marketplace for all native distribution and overlay it with content marketing,” added Brown. “It’s about recognising that native is actually a form of distribution that works really well for content, moving away from the current focus on native advertising, which is just not working. Native goes beyond traditional screens and can influence digital out-of-home and beyond, it’s an ever-evolving ecosystem – and one that Spartan is 100% dedicated to.”


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