Ad Tech Firms Seek Scale Via Programmatic Native Video Integrations

With the goal of enabling media buyers to buy native video at scale, Sharethrough and TripleLift on Wednesday said they will expand integrations with The Trade Desk to allow in-feed native video placements to be purchased programmatically.

Sharethrough, a native advertising tech platform, said the new integration will expand on an existing real-time deal with The Trade Desk  implemented a year ago. Sharethrough said media buyers that take advantage of the new capacity will have access to The Trade Desk’s self-serve demand tools to purchase in-feed native video placements across thousands of sites and apps through the Sharethrough Exchange.

The Trade Desk’s platform enables buyers to manage  digital advertising campaigns across formats—display, video, audio, and social—and devices.

Sharethrough said it saw triple-digit growth in native outstream video demand on its platform in 2016. “Native outstream video, combining a title and description text with the video, has been shown to return massive gains in brand lift and much higher click-through rates,” Alex White, VP, product marketing at Sharethrough, told Real-Time Daily via email.

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In-feed native video is expected to surpass $20 billion in ad spend in 2017, according to Business Insider Intelligence. In 2016, Sharethrough reported $140 million in gross native ad spend through its platform, with more than a third of that spend coming from native video and native video impressions.

“Highly targeted video ads in a native environment result in a better experience for the consumer, leading to higher brand recall and engagement,” stated Jeff Green Founder and CEO of The Trade Desk. “Our integration with Sharethrough and TripleLift offers advertisers the ability to deploy native video programmatically." The Trade Desk also said it's offfering new integrations with Ligatus to offer a better selection of native display inventory at a global scale.

The Trade Desk is expanding its native offerings at a time when advertisers are poised to grow native programs. Recent research found that 90% of U.S. marketers and agencies have adopted or are beginning to adopt native advertising.

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