Yahoo Adds Native Inventory To BrightRoll Exchange

A new API gives buyers access to native ad inventory on Yahoo properties and other apps using Yahoo App Publishing.

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Yahoo announced Wednesday that advertisers can now access native inventory from app publishers on the BrightRoll Exchange.

Advertisers will still be able to buy native ad inventory on Yahoo owned and operated sites via Yahoo Gemini and Gemini ad tech partners.

BrightRoll Exchange provides additional sources for native inventory on apps that use Yahoo App Publishing for ad monetization. Cheetah Mobile, Pinger and WeatherBug are among those using Yahoo App Publishing.

“The prevalence of native ads has skyrocketed, and advertisers and publishers alike are taking notice of its increasing potential,” said Tod Sacerdoti, Vice President, Display and Video Ads at Yahoo. “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.”

Yahoo says more than 100 DSPs are integrated with BrightRoll Exchange. Buyers can bid on native ads on the exchange via a new IAB OpenRTB-compatible API.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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