Trinity Mirror signs global deal with native advertising platform

Trinity Mirror has signed a global deal with Adyoulike, a native ad tech platform that will now power native in-feed advertising units across the Daily Mirror and all Trinity Mirror regional media titles.

Trinity Mirror signs global deal with native advertising platform

Adyoulike's in-feed ad units will appear across Trinity Mirror's titles' homepages, section pages and individual article pages.

Capable of delivering native video and story products, the units will be used by Trinity Mirror's in-house solutions team. 

The platform will also manage inventory generated by these ad units on its supply-side platform, DNA exchange. The SSP allows any form of content to be automatically customised and distributed seamlessly to any device. 

In-feed native advertising has grown to become a considerable revenue stream for publishers. Global investments in native advertising are expected to reach £70bn by 2020, according to BI Intelligence, IAB and eMarketer. The UK will lead Europe with investments of £4.7bn by 2020. 

"A robust native advertising solution is a critical component, along with location-based data, for us to build a sustainable mobile first business that delivers both advertiser returns but also compelling and relevant ad experiences, especially for our 25 million mobile consumers," Piers North, strategy director at Trinity Mirror said, commenting on the deal.

Adyoulike's platform is now powered by AI thanks to a partnership with IBM Watson,  Dale Lovell UK managing director and chief digital officer for Adyoulike commented. "This, combined with DNA Exchange, means that we are well placed to partner with leading publishers to help them scale their own native ad offerings as well as monetise native ad units."