Programmatic for the Native Advertisers
BidSwitch, which provides demand side and supply side platforms an opportunity to manage their programmatic media trading across mobile, video and desktop, is expanding into the digital world of native advertising.
By releasing the latest version of its API, demand side buyers on the BidSwitch platform will now be able to access a source of native supply from platforms including AdsNative, PubMatic, TripleLift, and Unruly.
By normalizing the OpenRTB standard, according to the compnay, the BidSwitch platform takes the pain out of updating multiple one-to-one RTB connections. BidSwitch maps the new Native specification from each of its suppliers into a single protocol so that BidSwitch Demand Partners can access all new supply inventory with a single update. The technology should drive greater efficiency and time savings for participating DSPs and SSPs.
“The expansion to Native firmly exemplifies the value in BidSwitch. As suppliers and buyers invest more in areas like Native, BidSwitch enables us to bring their innovations to market faster,” David Shapiro, VP Corporate & Business Development, DataXu.