Yahoo BrightRoll launches access to bid on programmatic native mobile inventory

Anne Freier

In Mobile Advertising. January 22, 2016

Yahoo BrightRoll recently announced that programmatic native ads are now available on the BrightRoll Exchange. Marketers for display advertising can now access the Exchange to bid on native mobile inventory via an API of the IAB OpenRTP 2.3 standard.
BrightRoll provides actionable insights
Tod Sacerdoti, Vice President, Display and Video Ads, Yahoo, says:
tod sacerdoti

“The prevalence of native ads has skyrocketed, and advertisers and publishers alike are taking notice of its increasing potential. 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.”

BrightRoll, which is integrated with over 100 DSPs with access to thousands of sites and apps through real-time bidding, isn’t Yahoo’s only solution to drive audience growth through native ad formats. Yahoo Gemini is a marketplace for search and native ads.
Advertisers accessing native inventory through Gemini or Gemini API partners can continue to do so. Whilst those integrated with BrightRoll Exchange now have access to native inventory from third-party developers using Yahoo App Publishing, including Cheetah Mobile, Pinger and WeatherBug.
Xinhua Liu, CMO, Cheetah Mobile, explains:

“Cheetah Mobile has been working with Yahoo to bring relevant native ads to users and enhance the in-app experience across our suite of utility apps, such as Battery Doctor, Clean Master, and CM Security. We’re excited to extend our partnership and make our native inventory accessible programmatically to bidders on the BrightRoll Exchange to help advertisers reach a growing mobile audience.”

Yahoo, last year, unified its programmatic ad technology under the BrightRoll brand and rolled out its BrightRoll DSP and Exchange as part of its tools to connect publishers and marketers with consumers.