The Sharethrough Exchange Integrates with Adobe Advertising Cloud: Enabling Brands to Scale Campaigns with New Native Formats

on Sharethrough News, Programmatic Native

We're excited today to announce our integration with Adobe Advertising Cloud, which will allow more than 1,000 leading global marketers that use the Adobe DSP access to massive audiences with in-feed native video and display placements across more than 1,200 sites and apps on the Sharethrough Exchange.

This combines Adobe’s integrated cross-channel advertising expertise - with its platform already responsible for managing $3.5 billion in annualized ad spend - with Sharethrough’s network of premium publishers. The integrations will run off the IAB's OpenRTB 2.3 spec that standardized the component parts for the real-time trading of native ads.

Adobe Advertising Cloud launched in March 2017, combining capabilities from Adobe Media Optimizer with capabilities from recently acquired TubeMogul, to simplify the delivery of video, display, search and TV advertising across multiple channels and screens. Adobe Advertising Cloud enables advertisers to execute advanced marketing tactics with Sharethrough’s native inventory, including retargeting exposed audiences from others ad formats and channels so advertisers can expand reach, managing cross-channel frequency, and tell richer brand stories through sequential messaging.

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 $22 billion in spend in 2017, according to eMarketer. In 2017, Sharethrough projects $220 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.

Read the full release here.