Sharethrough adds its first DSP integration to scale native programmatic video with Adelphic

In another sign of native video advertising coming into the programmatic fold, native ad platform Sharethrough announced an integration Tuesday with mobile demand side platform (DSP) Adelphic. Sharethrough says it is the first of many forthcoming DSP integrations to support native video programmatically.

Adelphic established its first native platform relationship with TripleLift in October when it launched its self-serve native campaign workflow.

Buyers using Adelphic will be able to use it to bid on native in-feed display and video inventory on the Sharethrough Exchange. The API integration works from the IAB’s OpenRTB 2.3 standardization, which includes specifications for real-time trading on native ads in addition to display banner and video ads.

“At Sharethrough, we believe that native ads are the only format that makes sense on mobile and that mobile is the future of the Internet, which makes integrations like these essential to drive our business forward,” said Alex White, VP of product marketing at Sharethrough.

The company said that three-quarters of the ad impressions served through the Sharethrough Exchange were on mobile devices in Q3 2016. Of that, 77 percent of impressions were on the mobile web.

“Native advertising will drive increased spend to programmatic channels as advertisers continue to see high engagement with their audiences and demand the scale and efficiency of RTB buying,” said Gina Kim, VP of  business development at Adelphic.

In a July report, eMarketer predicted spending on native advertising would eclipse display in 2016 and more than double to reach $36.3 billion by 2021. That includes ad spend on Facebook and other social networks in which native is the primary ad medium. It also includes mobile web and in-app native advertising sold programmatically by several vendors. That list now includes Google, which added native inventory to its Google Display Network and launched a responsive ad format for AdWords advertisers to be eligible for that inventory in July 2016.

Alex White, VP of product marketing at Sharethrough, told Search Engine Land:

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“We think it’s great Google has adopted the programmatic native standard (a standard that we spearheaded). This will catalyze more scale on the buy side as agencies, trading desks and programmatic buyers recognize that native is the new form of display. … Publishers are rebuilding the foundations of their businesses. Some are realizing they’d rather build those foundations using tools and tech from an independent company like ours, rather than Google, which has conflicting incentives arising from their need to not cannibalize the full Google stack (AdX, DBM, AdSense).”