SAN FRANCISCO, Oct. 24, 2017 /PRNewswire/ -- Sharethrough, the industry's leading native supply side platform, announced today a new integration with Adobe Advertising Cloud, the industry's first end-to-end platform for managing advertising across traditional TV and digital formats.
This new integration will allow the more than 1,000 leading global marketers that use Adobe Advertising Cloud Demand-Side Platform (DSP), to access massive audiences with in-feed native video and display placements across more than 1,200 sites and apps on the Sharethrough Exchange. This combines Adobe's integrated cross-channel advertising expertise - with its platform already responsible for managing $3.5 billion in annualized ad spend - with Sharethrough's network of premium publishers. 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.
Adobe Advertising Cloud launched in March 2017, combining capabilities from Adobe Media Optimizer with capabilities from recently acquired TubeMogul, to simplify the delivery of video, display, search and TV advertising across multiple channels and screens. Adobe Advertising Cloud enables advertisers to execute advanced marketing tactics with Sharethrough's native inventory, including retargeting exposed audiences from others ad formats and channels so advertisers can expand reach, managing cross-channel frequency, and tell richer brand stories through sequential messaging.
"Sharethrough is an established leader in the native advertising space and brings a compelling offering that strengthens our cross-channel advertising platform, helping marketers combat increasing fragmentation in media viewership so they can reach their audience, wherever they are," said Keith Eadie, vice president of revenue and partnerships, Adobe Advertising Cloud.
"Native outstream video ads are one of the most influential new touch points for brands to reach audiences and we're seeing massive increases in demand, particularly on mobile" said Alex White, VP, Product Marketing at Sharethrough. "Adobe combines a seamless and intuitive DSP platform with industry-leading digital video expertise through its TubeMogul acquisition and will allow leading global brands to scale their digital video and display investments with new native formats across premium publishers only available through our exchange."
"Native display and video are important components of any current media plan, and this has never been more true at Nestlé as we grow our programmatic investment," said Melissa Savage, Programmatic Activation Manager at Nestlé. "We are excited to see the partnership between industry leaders Adobe Advertising Cloud and Sharethrough, who are committed to innovation and this will allow us to easily utilize data and programmatic buying effectively for native placements."
In-feed native video is expected to be a massive driver of growth in the native advertising market this year – in itself expected to cross $22 billion in spend in 2017, according to eMarketer. In 2017, Sharethrough projects $220 million in gross native ad spend through its platform, with more than a third of that spend coming from native video and native video impressions increasing 500 percent year-over-year. Native video - usually autoplaying silently in feed, running with a headline and description for context - has been shown to offer a positive audience experience and return significant increases in brand lift, favorability and ad recall with just a few seconds of exposure, according to industry research.