Native programmatic gets boost with partnership

Sharethrough and The Trade Desk have joined forces and launched a new native advertising real-time buying (RTB) integration. Announced today at the Interactive Advertising Bureau’s (IAB) Programmatic Marketplace in New York, the union beings together the largest supply side platform (SSP) in Sharethrough and the fastest growing demand side platform (DSP) with The Trade Desk.

Originally, native advertising was been more custom-built and this partnership allows for greater scale and efficiency, leveraging IAB’s OpenRTB Specification version 2.3 guidelines. Launched in February 2015, it was the first IAB standard to support native ads, with common parameters for native ads to be broken down into components and traded programmatically.

“It’s time to retire the myth that native advertising is something that can only ever be custom executed. With programmatic native now fully standardized through OpenRTB, 2016 is set up to be the year that native becomes a core element of the programmatic landscape. This new integration will help brands build major programmatic native campaigns into their media strategies,” said Sharethrough’s VP of product management, Curt Larson. “The Trade Desk works with some of the most sophisticated buyers in ad-tech, which makes them an amazing partner.”

According to Business Insider, native advertising spending is expected to reach at least $21bn in 2018, with 15% of all online ad budgets dedicated to native by 2020. RTB revenue is estimated to reach over $11bn in 2016, which will account for almost 50 per cent of the digital advertising market in four years.

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Doug Zanger

Doug Zanger is the Americas editor for The Drum. He leads the Americas editorial team’s content activity in the growing region. Based in Portland, Oregon, he is committed to sharing the most meaningful stories that benefit the global industry and its people. A Minnesota native, Zanger has covered a wide range of brands, issues and personalities, including Aloe Blacc, Seu Jorge, Wendy Clark, Susan Credle, Dan Wieden, Jeff Goodby and more. Fiercely dedicated to diversity, equality and talent, he has interviewed several women in leadership roles through his Exceptional Women of the World podcast.

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