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Mediavine open sources its WordPress theme framework

Trellis, the WordPress theme framework used by customers of ad management platform Mediavine, has been rolled out on the open internet for beta testing and is now available for purchase by any WordPress users. A theme framework is a template within which customized child themes can be developed.

Trellis is already in use on over 1,000 sites run by publishers in the Mediavine network. 77% of these publishers are passing all three of Google’s Core Web Vitals (compared with 4% of internet sites overall). Trellis comes with multiple pre-build child themes and features native and feed placement ad units.

Why we care. The adtech space is, of course, for-profit. Nevertheless there are increasing signs that it’s rooting for the open internet in the belief that all boats will rise together. The Trellis tool can now be used by any WordPress-based publisher and not just by Mediavine clients. Like the Trade Desk and Unified ID 2.0, Mediavine isn’t seeking to hoard a solution which seems to work well.

As Trade Desk CEO Jeff Green recently said, “I think there’s two types of companies in the world. Those that are trying to control the internet and those that are trying to enable it.” 

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.


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