Ahead of the formal public announcement this week, MAW was briefed by Sharethrough on a new development for the company, the largest native advertising Supply Side Platform (SSP).
The news in question is about Sharethrough’s new programmatic native advertising integration with StrikeAd by Sizmek, which promises big benefits for mobile ad buyers.
Described as “the mobile-first programmatic solution for global brands and trading desks,” the integration will allow trading desks and media buyers who use StrikeAd’s Demand Side Platform (DSP) to access massive audiences with in-feed placements across mobile apps and sites on the Sharethrough Exchange, through StrikeAd’s intuitive and flexible platform.
“This move combines StrikeAd’s custom mobile API’s, award-winning optimization engine and support with Sharethrough’s network of premium publishers,” a spokesperson at the firm told us. “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. The integration is live for mobile native display buyers, with additional formats like native video support coming up next.”
The timing could not be better. Native video is expected to drive massive growth in native advertising in 2017.
StrikeAd, the world’s first mobile-specific DSP, works with some of the largest media buyers and brands in the world, offering global scale for mobile inventory across the industry and helping them integrate data seamlessly into their campaigns to reach new audiences with a range of dynamic targeting options.
“At Sharethrough, we see integrations like this as crucial to sustaining the momentum the industry has around native, both validating of native’s growth and providing further market liquidity to fuel the ecosystem,” said Alex White, the VP of Product Marketing at Sharethrough. “StrikeAd implicitly understands the personal, intimate interface of a customer’s mobile device and gives buyers the ability to execute great mobile campaigns at scale.”