Sharethrough, the industry’s leading native supply side platform, yesterday announced a new merger with Adobe Advertising Cloud, the industry’s first end-to-end platform for managing advertising across traditional TV and digital formats.
The new integration will enable more than 1,000 leading global marketers that use Adobe Advertising Cloud Demand-Side Platform (DSP), to reach massive audiences with in-feed native video and display placements through more than 1,200 sites and apps on the Sharethrough Exchange. This new merger will combine Adobe’s integrated cross-channel advertising expertise – whose platform is already responsible for managing $3.5 billion in annualized ad spend – with Sharethrough’s network of premium publishers.
“Sharethrough is an established leader in the native advertising space and brings a compelling offering that strengthens our cross-channel advertising platform, helping marketers combat increasing fragmentation in media viewership so they can reach their audience, wherever they are,” said Keith Eadie, vice president of revenue and partnerships, Adobe Advertising Cloud.
Since its launch in March of this year, Adobe Advertising Cloud has managed to combine the capabilities from Adobe Media Optimizer with those of recently acquired TubeMogul, in an effort to simplify the delivery of video, display, search and TV advertising across multiple channels and screens. These capabilities enable advertisers to execute advanced marketing tactics using Sharethrough’s native inventory, including retargeting exposed viewers from others ad formats and channels so that brands can expand their reach.
“Native outstream video ads are one of the most influential new touch points for brands to reach audiences and we’re seeing massive increases in demand, particularly on mobile” said Alex White, VP, Product Marketing at Sharethrough. “Adobe combines a seamless and intuitive DSP platform with industry-leading digital video expertise through its TubeMogul acquisition and will allow leading global brands to scale their digital video and display investments with new native formats across premium publishers only available through our exchange.”