Native ad platform Sharethrough today (May 9) announced that it has integrated with the BrightRoll demand-side platform (DSP) from Yahoo as a programmatic source for native inventory.
The integration will enable advertisers using the BrightRoll DSP to access digital display and video inventory across devices on the network using Yahoo audience data.
The Sharethrough Exchange gives advertisers access to up to 4.5bn impressions each month, across 196m unique browsers in the US alone with a premium publisher network of over 1,200 sites and apps containing native ad units.
“We are delighted to announce our partnership with one of the leading programmatic platforms in the industry, the BrightRoll DSP,” said Alex White, vice president of product marketing, Sharethrough.
“Native advertising is now easily accessible to all programmatic buyers, and BrightRoll advertisers will be able to easily scale high-impact native placements through the Sharethrough Exchange.”
Exposure through native ads is key for brands, according to Sharethrough which recently conducted a joint research study to follow users who agreed to be tracked via apps on their mobile device.
The research involved ads and traffic for an unnamed quick service restaurant chain, a national apparel brand, and a major consumer electronics company. The results indicated that those exposed to native ads were 21% more likely to visit a brand’s physical retail location than those who weren’t across all verticals.
On average, those companies participating in the study said, the in-store lift they experienced was 300% more than the standard lift from campaigns using other ad units.
"Native ads can deliver higher ROI for advertisers and publishers while making the ad experience seamless for users - a true win-win-win. As a leader in native advertising, Sharethrough has built a programmatic marketplace of inventory that we can count on to perform and scale," said Greg MacDonald, senior director of programmatic supply at Yahoo.