Sharethrough For Publishers Supply Side Platform Passes Major Milestone
Representing 4x Growth Inside 18 Months, Publishers like VICE and CNN International Are Using Sharethrough For Publishers to Empower Their Sales Teams to Increase Native Ad Investments and Boost Ad Revenue
Sharethrough, the industry’s leading native supply-side platform, announced that its Sharethrough for Publishers (SFP) product is now being used by publishers to power more than 1 billion direct sold monthly native ad impressions, cementing its status as the most popular native supply-side platform in the industry.
This represents a 4x growth in direct-sold ad impressions across the last 18 months, from publishers using Sharethrough’s SFP software to sell in-feed native campaigns directly to brands. In the past twelve months, more than 60 publishers from across the USA, Japan, Canada and Europe have sold more than 1 million native ad impressions directly, utilizing their own brand equity and existing sales teams to increase native investments and boost ad revenue.
Sharethrough for Publishers is used by 1200 publishers globally – like Forbes, Rolling Stone, and Sky Media – who make their in-feed native ad inventory available to thousands of brands and dozens of DSPs who buy through the Sharethrough Exchange, which now transacts 10 billion impressions each month. Direct sold activity is separate to the exchange and is a reflection of the deep enterprise value of the SFP product, with more than 50 publishers trained and certified in Sharethrough’s native ad sales training program and the opening up of office hours to provide hands-on advice for publisher sales and ad ops teams.
“At VICE we view native as important to scale, reach and engage audiences with co-created content. Sharethrough has been an instrumental partner in the development of VICE’s native ad suite, helping to create innovative solutions that play a central role in promoting our content initiatives, while integrating seamlessly into the VICE editorial experience,” said Shyam Panchal, Director of Digital Products, VICE.
“Great native ad experiences are important to ensure audiences are excited by and engaged with the branded content. Since working with Sharethrough our native ads in international markets have increased 300% in the last year and engagement has increased due to the strength of our branded content and its intelligent positioning across CNN’s digital platforms. Sharethrough has ensured a seamless weaving of our branded content placements, which creates a natural viewer experience, and the un-intrusive ads have increased interaction and dwell time with our direct clients,” said Rob Bradley, VP Digital Commercial Strategy, Digital Ad Sales and Data, CNN International Commercial.
Dan Greenberg, founder and CEO of Sharethrough, added, “Sharethrough was founded to help publishers control their own destiny by investing in less interruptive ad formats, which blend into the context of their site and offer audiences better experiences. Given how close it sits to our core mission, it is tremendously fulfilling seeing so many publishers using the SFP platform to direct sell ads with such success, making the best advantage of the two things Facebook and Google will never be able to compete with – their editorial voice and strong publishing brands.”
Sharethrough has also grown its core SFP offering in 2017, expanding the range of native monetization tools it offers publishers. It released its new header wrapper solution in June 2017, which allows native and traditional display demand to bid into the same placements while at the same greatly simplifying reporting and allowing publishers to add and remove bidders with one-click. Sharethrough’s own header bidder has seen rapid adoption in 2017, now integrated into more than 100 sites, driving more than $2 million gross ad spend in Q3 alone and seeing win rates around 10x higher than standard bidders.
Recommended Read: Does the Programmatic Advertising Landscape Have a Trust Deficit?