By Marty Swant

In a sign of the times, CBS Interactive has inked a deal to increase native programmatic advertising on the majority of its websites. Bidtellect, a native advertising exchange, has an exclusive contract to backfill in-feed native ad inventory across 18 of CBSi’s properties on desktop and mobile.

David Morris, chief revenue officer of CBS Interactive, said he’s “bullish” on programmatic and has “seen substantial growth within our native programmatic channel quarter over quarter.”

“Our proxy is that any way an advertiser wants to connect with CBS Interactive or connect to a consumer through CBS Interactive, we want to connect those pipes,” he added.

Other publishers using Bidtellect’s platform also say they’re seeing good returns. Purch—a digital publisher with 100 million monthly visitors—said its audience is increasingly going to mobile, especially apps. Purch still generates more money from online sales. However, the automated advertising that does run through its various tech publishing websites sees between two and four times better CPMs in native apps than they do on the mobile Web.

“What we’re finding is the train has left the station, and it’s driving toward mobile,” said Marc Ropelato, director of programmatic revenue at Purch.

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By Sarah Sluis

Publishers seeking to create more competition and access for programmatic buyers have embraced header bidding over the past year.

AppNexus first brought header bidding technology to market in 2009, back when RTB first started, but not many of its customers used it. Now it’s seeing increased demand from publishers adding its header bidding (or pre-bid) technology to drive up yield.

Marc Ropelato, Purch’s director of programmatic revenue, has observed that speed varies depending on the integration. It uses the slower but easier to implement client-to-server integration with AppNexus, which adds 200 to 300 milliseconds compared to the more complex server-to-server integration it uses with the other partners using AppNexus’ technology.

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