Yahoo Introduces Native Ads on the BrightRoll Exchange

Advertisers and publishers can now leverage the power of programmatic for native ad formats to expand reach and drive results

NEW YORK – Yahoo, Inc. (NYSE:YHOO) announced the availability of programmatic native advertising on the BrightRoll Exchange. Advertisers, DSPs and agency trading desks leveraging the BrightRoll Exchange for display advertising will now also have access to bid on native mobile inventory via a new API that aligns with the IAB OpenRTB 2.3 standard.

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

“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.”

According to eMarketer, native ad spend is expected to reach nearly $9 billion by 2018, or 10 percent of all digital ad spend. With Yahoo, advertisers can take advantage of a variety of native ad formats that are designed to drive higher audience engagement using Yahoo Gemini, the company’s proprietary marketplace for search and native, and now, 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).

Advertisers can continue to access native inventory on Yahoo premium sites and apps using Yahoo Gemini or through Yahoo Gemini API partners. Advertisers integrated with the BrightRoll Exchange can now access native inventory from third-party app developers who utilize Yahoo App Publishing, such as Cheetah Mobile, Pinger, WeatherBug, among others.

“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,” said Xinhua Liu, CMO of Cheetah Mobile. “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 offers a comprehensive suite of tools to help advertisers, publishers and partners connect with consumers across ad formats and devices. In September 2015, Yahoo announced the unification of its programmatic advertising technology under the BrightRoll brand, introducing the BrightRoll DSP and BrightRoll Exchange as part of its open, media-agnostic suite of programmatic buying and selling tools.

About Yahoo

Yahoo is a guide focused on informing, connecting, and entertaining our users. By creating highly personalized experiences for our users, we keep people connected to what matters most to them, across devices and around the world. In turn, we create value for advertisers by connecting them with the audiences that build their businesses. Yahoo is headquartered in Sunnyvale, California, and has offices located throughout the Americas, Asia Pacific (APAC) and the Europe, Middle East and Africa (EMEA) regions. For more information, visit the pressroom ( or the Company’s blog (

via BusinessWire