We're excited to announce a partnership today with Flashtalking, the leading global independent platform for ad delivery, dynamic creative and data analytics, to power the advertising industry's first dynamic creative optimization (DCO) solution for native advertising.
Dynamic creative optimization (DCO) enables an advertiser to personalize the creative for a user based on a range of individual factors: location, gender, audience profile, time of day, browsing behavior, trending products, media consumption and even local weather. This partnership between Flashtalking and Sharethrough gains momentum from the new native OpenRTB Native extension 1.2, which allows advertisers to incorporate DCO into how they transact their native ads, personalizing all creative elements within the ad unit.
The ability to utilize DCO in native advertising campaigns, brings a powerful and highly complementary new tactic into the native space, enabling brands to tailor each component of the native ad to the individual user and get the most amount of impact from every impression. Flashtalking is one of the pioneers of DCO technology and we're incredibly excited to be the first to bring this technology, which has been popular for a long time with traditional digital advertisers, to the native space.
How it Works
For this integration, Flashtalking has created the ability for advertisers to upload variations of different components of a native ad via the user interface. The system then passes a DCO tag through a DSP and into the Sharethrough Exchange, where Sharethrough's supply side platform will call back to Flashtalking when its client's ad is the winning bid.
"The Flashtalking team is excited to extend our core capabilities of creating, activating and measuring data-driven creative within native environments," said Andy Pocock, SVP Strategic Business Development, Flashtalking. "Native ad personalization sounds like a paradox. But, we believe relevancy across all touch points drives conversion. As consumers multitask on myriad devices, it's important that advertisers are positioned to achieve personalization within native environments. This partnership delivers on that performance imperative."
Our Native DCO solution with Flashtalking is currently in beta with a handful of clients and we're currently accepting new pilot partners.