Dive Brief:
- Yahoo’s programmatic BrightRoll Exchange now includes native ad formats.
- Advertisers can bid on native mobile inventory via a new API.
- Marketers can also access native inventory through Yahoo Gemini and its API partners.
Dive Insight:
The move is an indication of sponsored content making inroads into the programmatic advertising terrain that is more typically associated with display ads.
"The prevalence of native ads has skyrocketed, and advertisers and publishers alike are taking notice of its increasing potential," Tod Sacerdoti, vp of display and video ads at Yahoo, said in a statement. "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."
Recently Yahoo put out a case study of a native video ad campaign created with Jeep to illustrate the value of the format. In the case study, Jeep achieved a 50% lift in complete view rate over the auto industry average, and a cost-per-completed view 60% lower than the industry average.
According to eMarketer, native ad spend is expected to reach nearly $9 billion by 2018, or 10% of all digital ad spend.