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.