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»Native Advertising

Xaxis-Owned Plista And Jivox Hook Up To Blend Native With Dynamic Creative

Brands want to spend more on native, and plista, the native arm of WPP’s Xaxis, is hoping to oblige through a partnership with dynamic creative optimization platform Jivox. After several months of testing, the duo rolled out a solution on Tuesday to help plista and GroupM clients create and buy native ads programmatically and personalize... Continue reading »
by Allison Schiff // August 15th, 2017 //
»
Outbrain Acquires Native DSP Zemanta

Outbrain acquired native DSP Zemanta for an undisclosed sum Tuesday. The deal will bring together Outbrain’s scaled native supply with Zemanta’s demand, laying the groundwork for Outbrain to position itself as a leader in the still-nascent programmatic native ecosystem. Outbrain bought the DSP because it expects native advertising to become larger than display advertising in... Continue reading »
by Sarah Sluis // July 25th, 2017 //
»
How Private Exchanges Are Changing The Standards For Programmatic Native

Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct... Continue reading »
by Alison Weissbrot // May 15th, 2017 //
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Nativo Opens Door To Programmatic Sponsored Content

Sponsored content is going programmatic, courtesy of a partnership between native ad company Nativo, and demand-side platform The Trade Desk. GroupM’s native ad division, Plista, will be a key buyer in the new partnership. The deals transact via a private marketplace, but with fixed pricing. Nativo will add in a programmatic guaranteed option later this... Continue reading »
by Sarah Sluis // March 17th, 2017 //
»
TripleLift Builds Server-Side Header Bidding For Native Ads

TripleLift is throwing its hat into the server-side header bidding ring. On Tuesday, it rolled out its wrapper, Apex, which lets publishers bring in demand for their in-feed native ad placements. TripleLift will run a first-price auction among all participating partners, a shift from the OpenRTB spec of a second-price auction that could result in... Continue reading »
by Sarah Sluis // February 7th, 2017 //
»
Atlantic Re:think Uses Data To Double Down On Visual Sponsored Content

Native is a big deal to The Atlantic, where sponsored content will comprise 75% of digital revenue this year. It employs a 30-person team, dubbed Atlantic Re:think, to create campaigns for clients like Porsche, TIAA and Cathay Pacific. The team operates with the philosophy that “engagement is an art and science,” said Michael Monroe, the... Continue reading »
by Sarah Sluis // August 19th, 2016 //
»
FTC Issues Native Ad Enforcement Policy: Disclosure Must Precede The Click

Advertisers, ad tech companies and publishers pay heed: The Federal Trade Commission (FTC) released an enforcement policy Tuesday that outlines which forms of native advertising it deems acceptable and which it deems deceptive. A key thread in the guidelines is that the user needs to know if content is an ad before she clicks and/or consumes content.... Continue reading »
by Sarah Sluis // December 22nd, 2015 //
»
Ancestry Drives Sales, Not Awareness Via Content Marketing

For the past three years, Ancestry has used content to drive sales, writing and promoting blog posts like “Do You Have Royal Blood?” to encourage people to buy its product. This strategy goes against conventional wisdom, in which banners are typically meant for driving sales and content to drive awareness. “Every piece [of content] we... Continue reading »
by Sarah Sluis // December 2nd, 2015 //
»
Google Adds Programmatic Support For Native Ads

If someone asked you to rattle off the big buzzwords in media, it's a pretty good bet mobile, native ads and programmatic would be somewhere near the top of your list. Google has just knocked down all three in a single gesture, allowing its publisher customers to expose native ad inventory in their mobile apps to buyers... Continue reading »
by Zach Rodgers // November 13th, 2015 //
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Paying For Attention Doesn’t Necessarily Mean You’re Going To Get It

Millennials are experts at ignoring what they don’t care about – regardless of ad blockers. “Millennials don’t necessarily follow the rules of marketing,” said Kathryn Minshew, CEO and founder of millennial-centric career and job site The Muse, speaking at eMarketer’s Attention event in New York City on Tuesday. “They don’t look where you want them to... Continue reading »
by Allison Schiff // October 27th, 2015 //
»
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