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.
Building upon an existing integration relationship with Sharethrough and TripleLift from 2016, LA AdTech Partner Company, The Trade Desk looks to expand their native video offerings to allow in-feed native video placements to be purchased programmatically.
This expansion will allow media buyers access to The Trade Desk’s self-serve demand tools to purchase in-feed native video placements at scale across thousands of sites and apps. These native placement allows advertisers to deliver immersive brand messaging through in-feed and in-article ad units.
The Trade Desk’s platform allows media buyers to manage data-driven digital advertising campaigns across various advertising formats, including display, video, audio and social, on a multitude of devices, including computers, mobile devices, and connected TV.
In 2016, Sharethrough reported $140 million in gross native ad spend through its platform, with more than a third of that spend coming from native video and native video impressions. In-feed native video is expected to exceed $20 billion in spend in 2017, according to Business Insider Intelligence. Native video has been shown to offer a positive audience experience and return significant increases in brand lift, favorability and ad recall with just a few seconds of exposure, according to industry research.
Recent research found that 90% of U.S. marketers and agencies have adopted or are beginning to adopt native advertising. Additionally, eMarketer projects U.S. video ad spend to reach $14.77 billion by 2019.
The Trade Desk is also integrating with Ligatus to offer additional native display inventory at a global scale. Ligatus’ network consist of over 1,400 high-quality publishers in Europe that offer a brand-safe environment.
LA AdTech Partner Company, The Trade Desk (TTD) reported Q4 earnings after close of market today. The Trade Desk posted revenue of $72.4 million for the fourth quarter of 2016 alone. Full year revenue for 2016 was reported as $202.9 million.
Highlights from today’s earnings call:
- Over $1 billion in gross spend in 2016.
- Mobile, video, and global expansion are largest growth factors.
- Addressable and connected TV will lead to programmatic buying.
- 2016 gross spend with non-display campaigns increased to more than half of gross spend.
- Mobile in-app and mobile video revenue grew about 400% and 300% respectively year-over-year, while native spending jumped 700% over the previous quarter..
The Trade Desk said it expects revenue in the range of $43 million for the current quarter ending April and estimated a full year revenue of $270 million. 2017 Total Gross Spend is estimated at $1.45 billion.
- The Trade Desk Passes $1 Billion In Platform Spend As Non-Display Products Gain Steam – Adexchanger
- The Trade Desk sees quarterly revenues top $72m, bets big on connected TV and Asia – The Drum
The Trade Desk’s reported earnings today beat Factset consensus revenue estimates of $62.1M. TTD‘s stock price closed at $33.36 also beating the $33.13 consensus price estimates from equity analysts coverage the stock.