Get the most important digital marketing news each day.
Yahoo Adds Native Inventory To BrightRoll Exchange
A new API gives buyers access to native ad inventory on Yahoo properties and other apps using Yahoo App Publishing.
Yahoo announced Wednesday that advertisers can now access native inventory from app publishers on the BrightRoll Exchange.
Advertisers will still be able to buy native ad inventory on Yahoo owned and operated sites via Yahoo Gemini and Gemini ad tech partners.
BrightRoll Exchange provides additional sources for native inventory on apps that use Yahoo App Publishing for ad monetization. Cheetah Mobile, Pinger and WeatherBug are among those using Yahoo App Publishing.
“The prevalence of native ads has skyrocketed, and advertisers and publishers alike are taking notice of its increasing potential,” said Tod Sacerdoti, Vice President, Display and Video Ads at Yahoo. “This new offering through the BrightRoll Exchange combines the power of data and technology to give advertisers even more flexibility to buy native the way they want.”
Yahoo says more than 100 DSPs are integrated with BrightRoll Exchange. Buyers can bid on native ads on the exchange via a new IAB OpenRTB-compatible API.