Yahoo Bows Programmatic Native Advertising On BrightRoll Exchange

Yahoo on Wednesday announced the availability of programmatic native advertising on the BrightRoll Exchange, meaning advertisers and publishers can now bid on native mobile inventory. The BrightRoll Exchange is integrated with more than 100 DSPs and enables access to thousands of sites and apps via real-time bidding.

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.

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 and WeatherBug, among others. They can also continue to access native inventory on Yahoo premium sites and apps using Yahoo Gemini or through Yahoo Gemini API partners.

According to eMarketer, native advertising spend is expected to reach nearly $9 billion by 2018, or 10% of all digital ad spend.

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