Through a strategic partnership with LA AdTech partner company, The Trade Desk, Nativo will make available its True Native and native video ad units programmatically to advertisers on the demand-side platform.
Nativo‘s True Native ad format allows the sponsored content to remain on the publisher’s site instead of clicking out to a branded landing page, hence not interrupting the consumer experience on the publisher’s site.
Nativo’s True Native sees significantly lower bounce rates and boasts an average of 90 seconds spent on its branded articles. Additionally, Nativo advertisers have seen up to a 13x lift in brand awareness, a 6.4x lift in purchase consideration, and a 5.4x lift in purchase intent.
GroupM’s native ad division, Plista, will be a key buyer in the new partnership between Nativo and The Trade Desk. Plista will overlay the data management platform Turbine for audience targeting in its sponsored content campaigns. The deals transact via a private marketplace, but with fixed pricing.
By integrating with demand-side platforms, Nativo is positioning itself for growth. Research from eMarketer found that in 2016 47% of U.S. marketers and agencies ran native advertising campaigns programmatically.