ShareThrough Unveils Programmatic Native Ads & Quality Scoring
Native advertising automation company Sharethrough has unveiled a new version of its supply side platform, Sharethrough For Publishers (SFP), that now supports programmatic native.
According to the company’s announcement, the release of OpenRTB 2.3 made native ad formats available via standard programmatic buying channels. Publishers, however, must determine how to incorporate programmatic advertising demand without commoditizing their premium native advertising inventory.
In order to help publisher’s maintain quality advertising and user experience, all advertiser content will run through Sharethough’s quality filtering algorithm, dubbed Content Quality Score (CQS). The algorithm evaluates a variety of factors about each individual advertiser creative, including social sharing, engagement, sentiment analysis and other behavioral data. Then the quality score of each advertiser’s content is weighted in Sharethrough’s second-price auction to determine which ad will be serviced on a publisher’s website or mobile app.
“The growth of programmatic native provides an additional revenue stream for publishers and allows advertisers to use both first and third-party data similar to current ad models. However, for programmatic native to succeed, publishers will need mechanisms for preserving and protecting the editorial voice of the content in their feeds,” said Curt Larson, Vice President of Product, Sharethrough. “Sharethrough for Publishers and its enhanced content quality scoring gives publishers the best of both worlds: the scale and efficiency of programmatic with control over quality.”
Sharethrough notes that as the volume of advertising requests for native placements continues to grow, there is an increased need for publishers to incorporate technology that can sift through large quantities of brand content and serve pieces that meet their quality threshold. This is where CQS will come in handy, as it will act as a way to gauge how well a piece of content fits into the site’s voice and user expectations as well as how it might impact the integrity of the site.
“For Demand Media properties like eHow, Cracked and Livestrong.com, great native advertising is about a balanced value exchange between publisher, brand and reader. Sharethrough CQS allows us to be confident about ad relevance and maintaining content quality while our programmatic team, D360, scales to include native,” said Scott Messer, Demand Media Senior Director, Business Development.