At today’s IAB Programmatic Marketplace conference in New York, Sharethrough and The Trade Desk took the stage together to announce a major new programmatic native advertising RTB integration.
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Through this new programmatic native partnership, buyers will be able to purchase in-feed ads through The Trade Desk’s Omnichannel RTB platform, accessing massive audiences with in-feed ad placements across hundreds of premium sites and apps through the Sharethrough Exchange (STX).
Why this matters
It wasn’t long ago that the common consensus was that native advertising couldn’t scale like this. It’s time for this myth to be retired. This new integration, powered by new technology and standards invented by Sharethrough, sets out a bold course for programmatic native in 2016, showing off the big possibilities in this rapidly emerging space.
There are a number of reasons why this is huge news for programmatic buyers. Most importantly, programmatic native means they can now run major, targeted campaigns while taking advantage of native’s content-first approach. Consumers spend exponentially more time processing native ads: their clickthrough rates are 10 times higher than banner advertising and drive 18 percent higher purchase intent. Programmatic native helps buyers take advantage of these benefits on a scale previously thought to be impossible.
“Programmatic advertising is about delivering an organic, personal ad experience, and Native is a natural outgrowth of that capability,” said Tim Sims VP of Inventory Partnerships at The Trade Desk.
“Sharethrough’s access to premium native inventory is a great asset for buyers’ ability to scale campaigns successfully. We’re so pleased to offer our clients the ability to buy against Sharethrough’s inventory as part of their holistic, omni-channel campaign strategy to deliver a more personalized user experience.”
It wasn’t long ago that the common consensus was that native advertising couldn’t scale like this. It’s time for this myth to be retired.
How programmatic native is possible
This new integration follows the IAB’s OpenRTB Specification Version 2.3 guidelines. Launched in February 2015, the 2.3 Spec was the first IAB standard to support native ads, providing common parameters for native advertisements to be broken down into components and traded programmatically.
An updated IAB protocol is expected to be released this year, bringing even more specificity and structure to programmatic native and driving even broader growth. Sharethrough’s VP of Product Management Curt Larson was a tech lead of the native RTB working group that developed the new Native 1.1 extension for the IAB 2.4 specifications.
“It’s time to retire the myth that native advertising is something that can only ever be custom executed,” Larson said about the new integration between Sharethrough and The Trade Desk. “This new integration will help brands build major programmatic native campaigns into their media strategies, engaging more meaningfully with their audience while taking advantage of The Trade Desk’s independent and industry-leading suite of buy-side tools. The Trade Desk works with some of the most sophisticated buyers in ad-tech, which makes them an amazing partner.”
The opportunity programmatic native presents
The market for programmatic native is brimming with possibility. According to Business Insider, spending on native advertising is expected to reach at least $21 billion in 2018, with 15% of all online advertising budgets dedicated to native by 2020. RTB revenue is estimated to reach over $11 billion in 2016, expected to account for almost half the digital advertising market by 2020.