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Corus Entertainment readies native advertising system

Corus Entertainment of Toronto has signed an agreement with Sharethrough of San Francisco to develop a new native advertising system for its online properties. The system will offer advertisers video and display formats that match the visual style of the surrounding editorial content and remain consistent with the rest of the user experience. Corus will sell branded content and customized native advertising directly to brands. The system will also offer an automated process for programmatic buyers.

Participating online properties will include Global News, Food Network Canada, ET Canada, HGTV Canada, Q107 and approximately 24 others. According to the company, these sites attract 15 million unique visitors per month.

"Corus continues to lead the industry in ad tech and next generation advertising solutions, and this new offering expands on our capabilities to enable advertisers to reach Corus' premium audiences in an integrated, customized and automated way," said Greg McLelland, chief revenue officer at Corus. "We now have the ability to create customized ad units that offer a seamless experience to users and fit the exact needs and requirements for each campaign."

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