Trinity Mirror signs global partnership with ADYOULIKE for native advertising

T

ADYOULIKE, the pioneering native advertising technology platform, and Trinity Mirror, the UK’s largest news publisher, have today announced an exclusive global partnership agreement around native in-feed advertising.

This partnership will see ADYOULIKE providing native in-feed ad units across Mirror Online and all Trinity Mirror regional newsbrand sites which together reached just under 31 million monthly UK digital users in January 2017.[1]

These advertising units – which will be compatible to deliver native traffic, video and native story products – will also be used by Trinity Mirror’s direct in-house solutions teams to power their growing native advertising requirements.

In-feed native advertising has become a necessity for online publishers in delivering quality branded content amongst non-branded stories and contributes largely to enhancing the online customer experience.

Overall, global investments in native advertising will reach £70 billion by 2020, based on figures by BI Intelligence, IAB and eMarketer. Meanwhile the UK will see the biggest investment in native advertising in Europe by 2020 to the tune of £4.7 billion.

Piers North, Strategy Director at Trinity Mirror, said: “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 25m mobile consumers. We are excited to be working with ADYOULIKE to deliver on this vision.”

A robust native advertising solution is a critical component for us to build a sustainable mobile first business that delivers […] relevant ad experiences.

Commenting on the deal, Dale Lovell the Chief Digital Officer and UK Managing Director at ADYOULIKE said: “This exclusive partnership with the Trinity Mirror is really exciting for ADYOULIKE. We’ll be partnering with the UK’s biggest news publisher on a local, national and global scale. The deal further solidifies ADYOULIKE’s position as the leading in-feed native advertising business operating in the UK market.”

“Our innovative technology – in particular our expansion into AI with IBM Watson – and pioneering work in building out the ADYOULIKE DNA Exchange – the world’s leading native advertising SSP – means that we are well placed to partner with leading publishers to help them scale their own native ad offerings as well as monetize native ad units.”

“2017 is going to be a huge year for native advertising – and ADYOULIKE – with the UK market set to grow from £2.2 billion in 2016 to £4.7 billion by 2020.”

 

By Julien Verdier