Sharethrough, the largest native advertising Supply Side Platform (SSP), announced an expanded integration with The Trade Desk, Inc., a global technology provider for buyers of advertising, to allow in-feed native video placements to be bought programmatically.
This new integration expands upon the existing RTB-integration between Sharethrough and The Trade Desk announced in March 2016, and will allow the massive base of ad buyers who use The Trade Desk’s sophisticated set of self-serve demand tools to purchase in-feed native video placements across thousands of premium sites and apps through the Sharethrough Exchange (STX).
This new creative capability will be available through The Trade Desk’s self-service platform, which empowers buyers of advertising to manage data-driven digital advertising campaigns across various advertising formats, including display, video, audio and social, on a multitude of devices, including computers, mobile devices, and connected TV.
“As more brands realize the huge impact native video can have, and consumers appreciate the user experience, it is integrations like this with The Trade Desk that are going to provide the scale needed to bring native video to massive new audiences in 2017,” said Alex White, VP, Product Marketing at Sharethrough. “The Trade Desk’s buy-side tools are best-in-class and they work with some of the most forward thinking buyers in advertising – to be able to partner with them on an integration like this is huge validation of the potential that native video offers.”
“Native video helps improve the consumer ad experience by enabling integrated video storytelling and we’re just scratching at the surface on the immense growth opportunity ahead,” said Tim Sims, VP of Inventory Partners at The Trade Desk. “Done right, native video empowers brands to cultivate a genuine connection with consumers by delivering the most relevant content in the right context. We look forward to expanding our partnership with Sharethrough to further drive the premium programmatic market and to deliver an unmatched precision and scale for advertisers.”
In-feed native video is expected to be a massive driver of growth in the native advertising market this year – in itself expected to cross $20 billion in 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 increasing 500 percent year-over-year. Native video – usually autoplaying silently in feed, running with a headline and description for context – has been shown to offer a positive audience experience and return significant increases in brand lift, favorability and ad recall with just a few seconds of exposure, according to industry research.
About The Trade Desk
The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across the United States, Europe, and Asia.
Founded in 2008, Sharethrough is the leading global native advertising platform, helping publishers maximize revenue and brands earn meaningful attention by powering ads that fit into – rather than interrupt – the audience experience. Sharethrough’s flagship product, Sharethrough for Publishers (SFP), is a native advertising Supply Side Platform used by the world’s largest publishers to power their complete monetization strategy for in-feed native ad inventory across mobile, tablet and desktop. Sharethrough is headquartered in San Francisco, with offices in New York, Chicago, Los Angeles, Austin, Detroit, London, Tokyo and Toronto.