Verizon Media is opening up 20% more native advertising inventory on Microsoft News through its Oath ad platforms.
Jeff Lucas, head of North American sales and global client solutions at Verizon Media, told The Drum that demand for native ads are surging.
"Demand for native advertising has only increased over the last year because brands recognize how effective this format can be. We’ve partnered with brands and agencies to build smarter native ad campaigns, with better creative and new functionality, and that’s clear in the results we’re seeing. In 2018, we saw double-digit growth in native advertising year over year," said Lucas.
The new multi-year deal allows marketers to partner with Verizon Media, formerly Oath, to gain access to native ad inventory across MSN in over 30 countries.
“Partnering with Microsoft enables us to bring together this premium inventory with our ad tech, quality content and the most diverse, verified data in the industry to connect marketers with their key audiences at scale," said Verizon Media chief executive Guru Gowrappan.
The two companies' existing partnership, which has also been extended, provides marketers display, video and content marketing opportunities across Microsoft's MSN, Outlook and Xbox properties.