Over the past four years, Polar has partnered with The Telegraph to help scale their native advertising and branded content business. The Telegraph’s branded content business has grown from executing a handful of campaigns to several hundred articles every month.
The Telegraph has build one of the largest, and most sophisticated branded content businesses in the UK market. In 2015, they launched a new division called Spark – a custom content studio dedicated to helping brands execute content marketing. The Spark team now boasts over 100 team members and focuses on leveraging data-driven insights to drive differentiated offerings for brands.
Polar has helped further tie together The Telegraph’s ad tech stack with robust integrations across their Experience Manager CMS and Adobe Marketing Cloud Suite. Polar’s Branded Content Platform is now closely integrated across 3 Adobe platforms, including:
These new integrations have resulted in the number of native creatives growing by x3. Campaign execution has effectively scaled using the same level of resources.
The Telegraph’s team has improved internal workflows for faster and more efficient branded content operations. Our direct integration into AEM has enabled the following:
Since partnering with Polar in 2014, we have truly been able to scale our branded content operations. Together, we are constantly innovating with new formats and distribution channels, including Google AMP, Facebook Instant Articles, Newsletters and Owned Apps.
Gareth Cross | Head of Digital Distribution at The Telegraph
Adobe Analytics tags are automatically appended to the branded content’s base URL based on different ad placements and channels. Adobe Analytics receives Polar data for the content campaign, property source and ad placement.
Directly integrating Polar’s platform with our Adobe Marketing suite provided us with greater workflow automation and immediate efficiencies. We are now well-positioned to scale our branded content programs and continue delivering premium content for our clients.
Chris Moss | Commercial Audience Optimisation Manager at The Telegraph
Polar has simplified promoting branded content within The Telegraph’s email newsletters.
The Telegraph is a true innovator and leader in the premium branded content industry. Our workflow integration with their Adobe stack is just another example of how our teams are constantly collaborating to find new ways of delivering campaigns more efficiently.
Michael Russo | Chief Technology Officer at Polar
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