Polar helping top Australian publishers grow their native advertising programs

Polar's global reach grew even more this week as we announce our strategic partnership with Catch Digital Media. With trusted partners already in the region like Bauer Media Group and News Australia, Polar is poised to offer Australian publishers the platform and experience needed to expand their growing native advertising programs.

Read the full release below and reach out to learn more about Polar.


Polar Expands Operations to Australia

Partnership with Catch Digital Media is fueling growth for top Australian publishers News Australia and Bauer Media Group

TORONTO AND SYDNEY, AUSTRALIA – December 2, 2015 – Polar, the leading publisher technology platform, today announced its entrance into the Australian market and a strategic partnership with top advertising solutions company Catch Digital Media. Polar’s move into the region is the next step in a strategic global expansion strategy, led by recently-appointed International President and former Google executive, Tom Jenen.

Australian publishers are facing many of the challenges identified by other global publishers and, as they expand content and deepen investments in native strategies, are looking to Polar’s industry expertise, experience, and leading technology like MediaVoice to create, execute, manage and report on native advertising and content programs.

Polar and Catch Digital Media have already gained a strong foothold in the Australian market by working with two of the region’s top publishers, News Corp Australia and Bauer Media Group. As publishers turn to content marketing as a solidified revenue source, they need to work with strategic partners like Polar to better understand their audiences, and create market opportunities and monetization strategies.  By partnering with Polar and Catch Digital Media, customers have the understanding and ability to provide relevant and timely content based on audience behaviors and preferences.

“Content marketing and native ads work hand-in-hand for us, and our partnership with Polar has given us insight into formulating cohesive strategies that make the most of our paid and owned media in conjunction with our intimate knowledge of our consumers,” said Paul Blackburn, Director of Sales & Strategy for News Life Media, an arm of parent company, News Corp Australia. “With its unique licensing model, data collection abilities, and ad serving and reporting capabilities, Polar has put us in a position to raise the bar in how we capture and deliver content to the right consumers, ultimately driving new revenue opportunities as we better serve our audiences.”

According to a Smart Insights infographic, content marketing initiatives top marketers’ priorities by a landslide -- nearly 30% of marketers marking it as their top priority. And while more attention is being paid to content marketing, a publisher’s bread and butter -- advertising -- is also under attack. PageFair, the leading provider of counter ad blocking solutions to web publishers, reported $41.4B in potential ad revenue will be blocked in 2016 by the ever-growing implementation of ad-blocking technology.  The threat to publishers is enormous and Polar’s guidance to customers on how to overcome such challenges are a key area Australian publishers are tackling.

“Australia’s publishing industry is poised for a lot of growth in the coming years and is in a unique position to see the challenges facing their industry on a global level. With our experience and viewpoint, Polar is helping customers combat threats to their business with preemptive strategic moves,” said Tom Jenen, President of International, Polar.  “Our work and focus on providing the workflow technology that gives publishers data insights is transforming the way they connect with audiences, create content programs, and monetize their native ad programs. This combined approach is giving them the edge to succeed during challenging times and we’re very excited to be a part of shaping the growth of the Australian publishing industry.”

About Polar

The world's premium publishers choose Polar to power, monetize, and scale their digital content. Since 2007, Polar has built transformational technology solutions for global media brands. From digital revenue management through scalable native advertising products; Polar’s technology powers more than 1500 publisher sites across 12 countries, serving 15 billion native ads and counting. Polar leverages publishers’ existing infrastructure; and gives publishers the transparency, tools and processes to best monetize their content. Polar is a technology company building actual solutions for some of the largest issues impacting media publishers today. Visit www.polar.me for more information and visit www.polar.me/Publisher2020 to read more about the company’s recently launched global Publisher Community Program.