• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Advertising

Advertisers can dynamically personalize native ads with Flashtalking & Sharethrough partnership

The companies say theirs is the first dynamic content optimization solution for native advertising.

Ginny Marvin on June 29, 2017 at 10:58 am
  • More

Native supply side platform Sharethrough and dynamic ad and analytics platform Flashtalking have teamed up on a new solution to power dynamic creative optimization for native advertising.

Flashtalking clients will be able to dynamically personalize their native ads bought on the Sharethrough Exchange based on signals such as location, gender, audience profile, time of day, browsing behavior, trending products, media consumption and weather.

The partnership leverages the OpenRTB Dynamic Native Ads API Specification 1.2, which lays out the specs for programmatically trading native ads across platforms and devices and includes support for dynamic creative optimization (DCO).

Here’s how it works: Advertisers upload all the variations on the different components for their native ads into the Flashtalking interface. That system passes a DCO tag through a demand-side platform (DSP) to the Sharethrough Exchange. When an advertiser is winning an ad auction, Sharethrough’s supply side platform calls back to Flashtalking for the dynamic components that match the impression data.

“The ability to utilize DCO in native advertising campaigns, brings a powerful and highly complementary new tactic into the native space, enabling brands to tailor each component of the native ad to the individual user and get the most amount of impact from every impression,” said Dan Greenberg, Sharethrough founder and CEO. “Flashtalking is one of the pioneers of DCO technology and we’re incredibly excited to be the first to bring this technology, which has been popular for a long time with traditional digital advertisers, to the native space.”

“The Flashtalking team is excited to extend our core capabilities of creating, activating and measuring data-driven creative within native environments,” said Andy Pocock, Flashtalking’s SVP of strategic business development.

The new Native DCO solution is in beta and accepting new participants.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Martech: AdvertisingNative Advertising & MartechProgrammatic Advertising & Media Buying

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • 6 Powerful Ways Experience Analytics Can Help Your Business Now
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok