Yahoo announced Wednesday the availability of programmatic native advertising through BrightRoll Exchange.
Advertisers using the BrightRoll Exchange for display ads now have access to bid on native mobile inventory through a new application programming interface.
These advertisers can continue to access native inventory on Yahoo premium sites, as well as apps using Yahoo Gemini or through Yahoo Gemini API partners. BrightRoll Exchange partners can access native inventory from third-party app developers who use Yahoo App Publishing, such as Cheetah Mobile, Pinger, WeatherBug, among others.
Tod Sacerdoti, vp of display and video ads at Yahoo, commented on the news in a press release:
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.
Xinhua Liu, CMO of Cheetah Mobile:
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.
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