29. January 2018
Press release
Seeding Alliance and Newcast focus on programmatic content marketing
The advertising specialist Seeding Alliance is one of the first marketers worldwide to provide the technical infrastructure for programmatic booking of content campaigns. From now on, the True Native Advertising format of the Seeding Alliance, the Native AdIn, can not only be delivered on the content reach of the Seeding Alliance in large scale as before, but can also be booked programmatically on a data basis.
Newcast, the content marketing agency belonging to Publicis Media, was the first partner to successfully implement this technological innovation for its own advertising customers. With this further development, both partners link the programmatic data of Newcast's media network with the Seeding Alliance's content reach of 68 million unique users per month.
The cooperation is based on the Newcast's successful "Content On Demand" format, in which content topics suitable for advertisers are systematically analyzed, edited and automatically published as sponsored articles. Seeding Alliance has been the most important strategic and technical partner in this offering from the very beginning.
The programmatic distribution of complete articles can now be booked exclusively via Ströer SSP on the entire inventory of the Seeding Alliance. Already connected DSPs access the Ströer Native Inventory, which is operated solely by the Seeding Alliance.
"The fields of application for data-driven delivery of content campaigns are very diverse. Media agencies and advertising clients can not only deliver campaigns precisely to specific target groups, but also improve and optimize the communication based on them," says Cevahir Ejder, Managing Director of Seeding Alliance.
"Especially in content marketing based on pull-mechanisms, it is crucial to offer potential prospects the right content at any time. In this way, we not only significantly reduce wastage, but also ensure the credibility and thus the quality of the placements used," explains Ingo Kahnt, Managing Director Newcast.
About Seeding Alliance
The Seeding Alliance GmbH is one of the leading marketers and developers of native advertising formats in Germany and currently achieves a monthly reach of 52 million unique users. With a specially developed ad server for native forms of advertising, the Seeding Alliance is an innovative contact point for publishers and advertisers. The company, based in Cologne, was founded in 2011 by Coskun Tuna and Cevahir Ejder and currently employs 25 people. The company has been part of the Ströer Digital Group since March 2017.
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