Yahoo announced the availability of programmatic native ads on the BrightRoll Exchange. Advertisers and publishers have access to bid on native mobile inventory.

“The BrightRoll Exchange is integrated with more than 100 DSPs and enables access to thousands of sites and apps via real-time bidding (RTB),” a spokesperson tells WebProNews.

“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 and WeatherBug, among others,” the spokesperson adds. “They can also continue to access native inventory on Yahoo premium sites and apps using Yahoo Gemini or through Yahoo Gemini API partners.”

The new API aligns with the IAB OpenRTB 2.3 standard, the company notes.

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

Advertisers can keep accessing native inventory on Yahoo premium sites and apps via Gemini or through Gemini API partners.

Native ad spend is projected by eMarketer to hit $9 billion (10% of all digital ad spend) by 2018.

Image via Yahoo