Nativo, MNI Targeted Media Partner To Expand Branded Content For Local And Regional Advertisers

MediaPost | April 22, 2019 - Empowering small to midsize brands is the first step in democratizing native.

MediaPost | April 22, 2019 - Nativo, a branded content ad tech platform, is partnering with MNI Targeted Media, the media planning-buying services and digital solutions company owned by Meredith Corp., to expand branded content offerings to the regional and local advertisers MNI works with.

The partnership will bring native advertising campaigns to small and mid-size brands, which previously may have felt branded content was cost-prohibitive.

“Brands of all sizes will now consistently benefit from high-performance campaigns by pairing Nativo’s highly effective sponsored-content distribution platform with MNI’s expansive footprint in markets across the country, both large and small," stated Casey Wuestefeld, vice president of platform operations at Nativo.

Wuestefeld told Publishers Daily his role, in part, is to “democratize native” by lowering the barrier of cost to regional and local advertisers, so they do not have to pay “really high budget minimums.”

Nativo and MNI have a “long-standing partnership,” though limited to a small portion of MNI’s full roster of clients. Smaller brands couldn't “spend the dollar amount to get that managed service,” Wuestefeld said.

Now, that partnership is expanding.

Klarn DePalma, executive vice president of MNI, stated the partnership will "empower" MNI's advertisers with Nativo's branded content formats.

MNI is particularly interested in bringing Nativo’s Native Article offering “to their entire roster of clients through this partnership,” Wuestefeld noted.


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