We're excited to announce that the Sharethrough Exchange is now integrated with Centro's Basis DSP. Centro is a leading provider of enterprise-class software for digital advertising, and its Basis DSP is the only demand-side platform (DSP) in market to pull in real-time bidding (RTB), direct, search and social advertising into one unified campaign planning and buying platform.
Centro’s Basis is next generation programmatic software that unifies digital media planning, buying and optimization across all programmatic and publisher-direct advertising. We're thrilled to open up access to give their marketer customers more programmatic buying capabilities for native ads.
In-feed native display and video ads have become the gold-standard in the advertising industry, and with more and more brands realizing the potential of un-interruptive ads that fit the context of the user experience, integrations like this one between Sharethrough and Centro are fuelling the scale of the programmatic native market and bringing new buyers to the table. Centro’s Basis, with its intuitive and integrated buy-side tools, will allow marketers to access these in-feed ad units and easily break down how they’re supercharging their ad investments.
“In-feed advertising on major social channels generates impressive brand-lift and engagement, and Sharethrough’s innovation allows brands to leverage it to reach targeted audiences across the web,” said Katie Risch, EVP of customer experience at Centro. “Combining Centro and Sharethrough technology gives marketers a system to harness the power of native ads and programmatic buying together and incorporate it with all other aspects of their digital advertising.”
Basis is another in a long line of major DSP integrations we’ve completed at Sharethrough in 2017, further indication of the sustained growth and momentum we’re seeing behind programmatic native. We started 2016 with just a few DSPs integrated into the Sharethrough Exchange and within 18 months we’ve completed integrations with over 25.
As we’ve opened up new demand sources, third-party buying activity has increased in lockstep. RTB demand on the Sharethrough Exchange increased 13x percent in 2016 and is up 10x year-over-year in 2017. We see consistently great results for native display ads, which return CTRs on the Sharethrough platform roughly 9x higher many times higher than standard digital ad benchmarks.
In two years, we’ve taken programmatic native from being a set of standards and a concept, to the full realization of the Sharethrough Exchange, with 8 billion monthly impressions, reaching more than 80 percent of the US population. Sharethrough’s publisher clients are some of the most influential publishers in the world, generally placing within the top 20 percent on the MOZ Domain Authority Scoring System.