We’re excited today to announce a new integration with Adelphic, the leading mobile and cross channel demand side platform (DSP). This will allow trading desks and media buyers using Adelphic’s DSP to access massive audiences with in-feed display and video placements across mobile sites and apps on the Sharethrough Exchange, through Adelphic’s recently-launched self-serve native workflow. This will bring together Adelphic’s deep vertical expertise of mobile advertising with Sharethrough’s network of premium publishers, presenting mobile buyers with exciting new opportunities to buy native.
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Adelphic has been a major innovator in shaping the mobile and cross channel advertising spaces, developing patented technology to overcome the limitations of user identification in mobile and across channels, breaking down billions of data points every day to help brands better understand who they’re talking to on mobile. They are the first DSP to allow third-party buyers to purchase native video placements on the Sharethrough Exchange programmatically. Native video spend on mobile is expected to be a massive driver of growth in native advertising – which in itself is expected to cross $20 billion in spend in 2017, according to Business Insider Intelligence.
At Sharethrough, we believe that native ads are the only format that makes sense on mobile and that mobile is the future of the Internet, which makes integrations like these essential to drive our business forward. Adelphic excels at what they do and should provide us with instant adoption from the demand that exists in their platform, allowing us to scale marketplace liquidity for our publisher network even further.
We saw $140 million in native ad spend through our platform in 2016. More than three-quarters of the impressions served through the Sharethrough Exchange in Q3 2016 were on mobile devices, with 77 percent of that inventory from the mobile web. Mobile native ads present unique dimensions that need to be optimized for: with click through rates as much as three times higher than desktop ads, but lower viewability rates than desktop equivalents (24 percent viewability on mobile, against 38 percent on desktop). The Sharethrough Exchange transacts only on viewable impressions.
“Native advertising will drive increased spend to programmatic channels as advertisers continue to see high engagement with their audiences and demand the scale and efficiency of RTB buying,” said Gina Kim, VP, Business Development at Adelphic. “We’re excited to partner with Sharethrough to deliver advertisers high quality and innovative native advertising formats.”