May 24, 2016

MediaPost "The Trade Desk Adds Native Ad Partners" - Tobi Elkin​

Tobi Elkin

Global demand-side platform The Trade Desk Inc. on Tuesday saidit will integrate with Sharethrough, Google AdX, Yieldmo and TripleLift inventory sources. The integration will enable clients to beef up site content and their user experience with relevant, scalable ads.

The Trade Desk’s deal with the four firms will offer global clients direct access to top inventory placements across premium publishers, enabling marketers to connect brand stories organically across devices. Native placement allows advertisers to deliver immersive brand messaging through in-feed and in-article ad units.

“We’re pleased to launch with an array of top native partners to bring this expanded opportunity to our clients and continue to broaden our omnichannel offering,” stated Tim Sims, VP of inventory partnerships at The Trade Desk.

The offering is important given native’s growing place in the programmatic advertising ecosystem. Scale is what advertisers want when they’re implementing native ad programs.