In a further endorsement for the practice, Yahoo has announced the availability of programmatic native advertising on the BrightRoll Exchange.
Advertisers can make use of both Yahoo Gemini, the company’s proprietary marketplace for search and native, and the BrightRoll Exchange, which is integrated with more than 100 DSPs and enables access to thousands of sites and apps via real-time bidding (RTB).
Users can continue to access native inventory on Yahoo premium sites and apps using Yahoo Gemini or through Yahoo Gemini API partners, while advertisers integrated with the BrightRoll Exchange can access native inventory from third-party app developers who utilise Yahoo App Publishing, such as Cheetah Mobile, Pinger, WeatherBug, among others. The move aligns with the Interactive Advertising Bureau’s OpenRTB 2.3 standard.
“The prevalence of native ads has skyrocketed, and advertisers and publishers alike are taking notice of its increasing potential,” said Tod Sacerdoti, vice president, display and video ads, Yahoo. “This new offering through the BrightRoll Exchange combines the power of data and technology to give advertisers even more flexibility to buy native the way they want.”
According to eMarketer, native ad spend is expected to reach nearly $9 billion by 2018, or 10% of all digital ad spend.
“Cheetah Mobile has been working with Yahoo to bring relevant native ads to users and enhance the in-app experience across our suite of utility apps, such as Battery Doctor, Clean Master, and CM Security,” said Xinhua Liu, CMO of Cheetah Mobile. “We're excited to extend our partnership and make our native inventory accessible programmatically to bidders on the BrightRoll Exchange to help advertisers reach a growing mobile audience.”