Yahoo! (YHOO) Launches Programmatic Native Advertising in BrightRoll Exchange

January 20, 2016 9:03 AM EST
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Yahoo, Inc. (NYSE: YHOO) announced the availability of programmatic native advertising on the BrightRoll Exchange. Advertisers, DSPs and agency trading desks leveraging the BrightRoll Exchange for display advertising will now also have access to bid on native mobile inventory via a new API that aligns with the IAB 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 at 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 percent of all digital ad spend. With Yahoo, advertisers can take advantage of a variety of native ad formats that are designed to drive higher audience engagement using Yahoo Gemini, the company’s proprietary marketplace for search and native, and now, 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).

Advertisers can continue to access native inventory on Yahoo premium sites and apps using Yahoo Gemini or through Yahoo Gemini API partners. Advertisers integrated with the BrightRoll Exchange can now access native inventory from third-party app developers who utilize Yahoo App Publishing, such as Cheetah Mobile, Pinger, WeatherBug, among others.

“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.”

Yahoo offers a comprehensive suite of tools to help advertisers, publishers and partners connect with consumers across ad formats and devices. In September 2015, Yahoo announced the unification of its programmatic advertising technology under the BrightRoll brand, introducing the BrightRoll DSP and BrightRoll Exchange as part of its open, media-agnostic suite of programmatic buying and selling tools.

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