London: ADYOULIKE, the pioneering native advertising technology platform, and Trinity Mirror, the UK’s largest news publisher, have announced an exclusive global partnership agreement around native in-feed advertising.
This partnership will see ADYOULIKE providing native in-feed ad units across Mirror Online and all Trinity Mirror regional newsbrand sites which together reached just under 31 million monthly UK digital users in January 2017.
These advertising units – which will be compatible to deliver native traffic, video and native story products – will also be used by Trinity Mirror’s direct in-house solutions teams to power their growing native advertising requirements.
In-feed native advertising has become a necessity for online publishers in delivering quality branded content amongst non-branded stories and contributes largely to enhancing the online customer experience.
Overall, global investments in native advertising will reach £70 billion by 2020, based on figures by BI Intelligence, IAB and eMarketer. Meanwhile the UK will see the biggest investment in native advertising in Europe by 2020 to the tune of £4.7 billion.
Piers North, Strategy Director at Trinity Mirror, said: “A robust native advertising solution is a critical component, along with location based data, for us to build a sustainable mobile first business that delivers both advertiser returns but also compelling and relevant ad experiences, especially for our 25m mobile consumers. We are excited to be working with ADYOULIKE to deliver on this vision.”
Commenting on the deal, Dale Lovell is the UK Managing Director (MD) and Chief Digital Officer (CDO) at ADYOULIKE said: “This exclusive partnership with the Trinity Mirror is really exciting for ADYOULIKE. We’ll be partnering with the UK’s biggest news publisher on a local, national and global scale. The deal further solidifies ADYOULIKE’s position as the leading in-feed native advertising business operating in the UK market.”
“Our innovative technology – in particular our expansion into AI with IBM Watson – and pioneering work in building out the ADYOULIKE DNA Exchange – the world’s leading native advertising SSP – means that we are well placed to partner with leading publishers to help them scale their own native ad offerings as well as monetize native ad units.”
“2017 is going to be a huge year for native advertising – and ADYOULIKE – with the UK market set to grow from £2.2 billion in 2016 to £4.7 billion by 2020.”
About Trinity Mirror
Trinity Mirror are the largest news publisher with national and regional newsbrands across the UK, including influential and iconic brands such as the Daily Mirror, Sunday Mirror, Sunday People, Daily Record, Sunday Mail and market leading daily titles in key metropolitan markets across the country.
Our brands have a long heritage of being trusted sources of news and information with our editorial conviction and high standards of journalism providing audiences with timely information and opinion across multiple platforms.
About ADYOULIKE
ADYOULIKE is a global leading in-feed native ad platform. Launched in 2011, it is recognised for being a pioneer in native technology and creating advertising experiences for users that mirror the websites they are visiting. Using its own native supply-side platform (SSP) and native technology platform, the company enables brands to scale native advertising campaigns across premium and niche publishers, while publishers benefit from access to ADYOULIKE’s marketplace.
In November 2016, ADYOULIKE launched the world’s first semantic targeting capability for native advertising by integrating IBM’s ground-breaking Watson artificial intelligence software with the ADYOULIKE platform. It is now, for the very first time, being used to create better semantic targeting for native advertising.
The fast-growing firm is now operating in more than 18 countries, has 65 employees and received series B funding in October of 2017 to underwrite its continued international growth. Accolades for ADYOULIKE include: BPI France Excellence, Pass French Tech, The Everline Future 50 and The BIMA Hot 100. ADYOULIKE is a member of the IAB in the UK, US and Europe.
About Dale Lovell
Dale is the Chief Digital Officer at ADYOULIKE, a worldwide leader in native advertising. He has worked in journalism, digital publishing, content strategy and creative content marketing for over 15 years. Prior to ADYOULIKE, Dale was co-founder of Content Amp, a content distribution service that he helped to build from scratch which then merged with ADYOULIKE in March 2014. In 2015 he was listed as a BIMA Hot 100, and Dale also sits on the The Internet Advertising Bureau (IAB) UK’s content & native advertising council.
