Google announced that it is bringing programmatic support native ads and mobile video interstitials to the DoubleClick Ad Exchange.

The company announced native formats in DoubleClick for Publishers earlier this year, but now publishers can sell native ads programatically in the open auction and in private marketplaces on the exchange.

It’s available immediately in apps and will roll out for cross-screen native ads over the coming months.

“Along with native ads, we’re also introducing programmatic support for mobile video interstitials in apps on DoubleClick Ad Exchange,” says Jonathan Bellack, director of product management. “Video is key to driving brand impact in the moments that matter, no matter where they occur. With these new immersive, full-screen video ads available programmatically, again in both the open auction and in private marketplaces, publishers can offer their advertising partners a new way to bring engaging brand experiences to users seamlessly, driving advertiser performance and growing publisher revenue. During beta tests, publishers realized gains as high as 30% CPM in interstitial video compared to regular interstitial performance.”

“Together, these innovations help address a strong demand from ad buyers for native and mobile video formats that can be bought programmatically,” he adds.

Earlier this week, the company announced support for Payment IDs on the Ad Exchange as well as some new DoubleClick active view updates.

Images via Google