Yahoo’s BrightRoll Exchange is now offering programmatic mobile native advertising for native mobile inventory facilitated through a new API that aligns with the IAB OpenRTB 2.3 standard. The BrightRoll Exchange is currently integrated with more than 100 DSPs providing access to thousands of sites and apps via real-time bidding (RTB).
Advertisers can continue to access native mobile inventory on Yahoo premium sites and apps using Yahoo Gemini or through Yahoo Gemini API partners. Last fall Yahoo unified its programmatic advertising technology under the BrightRoll brand, including the BrightRoll DSP and BrightRoll Exchange as part of its suite of programmatic buying and selling tools.