Native ads: one powerful solution, multiple ways to buy

Now advertisers buying native with Yahoo can leverage the BrightRoll exchange in addition to Yahoo Gemini

Native ads are a fast-growing, effective format available through Yahoo Gemini. Now, advertisers have even greater flexibility in how they buy native ad inventory with the ability to leverage the BrightRoll Exchange, which is integrated with more than 100 DSPs and enables access to thousands of sites and apps via real-time bidding (RTB).

With Yahoo, advertisers can take advantage of native ad formats through Yahoo Gemini, the company’s proprietary marketplace for search and native. Yahoo Gemini advertisers have found great success with the variety of native ad formats available, including video and app-install ads, which can be managed through the self-serve user interface or API integration. Using intent-driven advertising, Yahoo Gemini serves ads to interested audiences across Yahoo premium sites and apps, as well as inventory from Yahoo App Publishing, the company’s proprietary network of third-party apps.

Now advertisers, DSPs and agency trading desks leveraging the BrightRoll Exchange for display advertising will also have access to bid on native mobile inventory via a new API that aligns with the IAB OpenRTB 2.3 standard. This provides access to native inventory from third-party app developers who utilize Yahoo App Publishing, such as Cheetah Mobile, Pinger and WeatherBug, among others.

Regardless of how you buy your digital advertising, you can now access powerful native inventory to help drive your business forward.