Nativo, a leading platform for brand content advertising, announced it has completed the acquisition of SimpleReach. And SimpleReach is a platform used by agencies, advertisers, and publishers to help measure and improve upon the value of their content investments.
Many of the brand marketers today understand the value of content marketing, but it has been difficult to measure its impact in a way that enables them to accelerate engagement and conversions. Since upper-funnel tactics like TV is diminishing and prices in lower-funnel tactics like search and social are rising, marketers must increasingly focus optimization efforts in the mid-funnel — which is where content marketing resides.
By combining the power of Nativo’s comprehensive content technology platform and the premier publisher distribution with SimpleReach’s innovative measurement solution will bring levels of accountability to the mid-funnel that did not exist before. So now brands can easily track all of their content and see what is working. Then they can act on those insights by running their best-performing content as native placements across publishers are reaching over 220 million unique users.
“We are solving the measurement and scale challenges around brand content and content marketing,” said Nativo CEO Justin Choi in a statement. “This acquisition will enable us to help advertisers easily and accurately measure and increase ROI around their content efforts. We see this as the future of content marketing.”
Founded by Edward Kim (CEO), Eric Lubow, and Russell Bradberry (CTO), SimpleReach raised over $24 million in funding prior to the acquisition according to Crunchbase. And Nativo is going to continue supporting SimpleReach’s leading advertiser clients like IKEA, Chase, and Qualcomm to generate actionable insights and improve the impact of their content and distribution.
