MAW learned Wednesday that The Trade Desk, Inc. — a global technology platform for buyers of advertising — is expanding its native offering to include video and additional display inventory.
According to the scoop, additional details of which will be announced this morning by The Trade Desk, enhanced integrations with Sharethrough and TripleLift enable customers of The Trade Desk to add native video to their digital media plans, executing and optimizing display, audio, video, mobile, and TV through one unified programmatic platform.
“The Trade Desk is also offering new integrations with Ligatus to offer a more robust selection of native display inventory at a global scale,” an emailed statement reads.
Unlike traditional pre-roll ads, native video is an ideal medium to show longer videos, empowering brands with a tool for more amplified storytelling. Now through The Trade Desk platform, the duration of a native video ad can extend up to five minutes. The native video integration also provides a title, description, and location for the video alongside relevant messaging in a consumer’s content feed.
Reps for The Trade Desk say they are expanding their native offerings at a time when advertisers plan to grow native programs as a vital part of their broader media strategy.
And there’s data to back it up. Recent research found that 90% of US marketers and agencies have adopted or are beginning to adopt native advertising, the company tells us. What’s more, eMarketer projects U.S. video ad spend to reach $14.77 billion by 2019.
“Highly targeted video ads in a native environment result in a better experience for the consumer, leading to higher brand recall and engagement,” said Jeff Green Founder and CEO of The Trade Desk. “Our integration with Sharethrough and TripleLift offers advertisers the ability to deploy native video programmatically, incorporating more integrated and captivating content into their overall media plan, through one dashboard.”