Native ad-tech firm Nativo said it will offer advertisers the ability to access its True Native and native video ad formats programmatically.
Nativo said advertisers can programmatically purchase its True Native, click-to-play Native Video, and Native Display formats via an integration with The Trade Desk. Advertisers can programmatically transact through private marketplaces, programmatic direct, and open exchange arrangements.
Nativo's True Native product keeps consumers on a publisher's site in a bid not to disrupt their reading. “It can be a frustrating experience to be taken to a separate site after clicking on branded content,” stated Elizabeth Harrington, Head of GroupM's Plista, North America. “Leveraging Nativo's unique click-in formats programmatically from the same buying platforms as the rest of our media plan allows us to scale our go-to-market capabilities for clients.”
Nativo's move toward programmatic comes as more advertisers plan to increase their native ad spending. Research from eMarketer found that 47% of U.S. marketers and agencies ran native advertising campaigns programmatically. The trend is expected to grow as global content marketing revenues increase to $313 billion in 2019. Additionally, eMarketer projects U.S. mobile video ad spend to reach nearly $7 billion by 2019.