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»Justin Choi

A Path Forward That Publishers Are Ignoring

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Justin Choi, founder and CEO at Nativo. The age of the platform has, without a doubt, taken a serious toll on publishers. Direct content consumption on publisher sites gave way to content discovery via... Continue reading »
by AdExchanger // February 13th, 2019 //
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Publishers Don’t Have An Ad Problem. They Have A Product Problem.

“The Sell Sider” is a column written for the sell side of the digital media community. Today’s column is written by Justin Choi, founder and CEO at Nativo. Today’s publishers are under pressure from seemingly countless external forces. They face downward pressure on ad prices, consolidation of spend within the duopoly (and now, the triopoly),... Continue reading »
by AdExchanger // December 19th, 2018 //
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For Programmatic Native, RTB Can Be Problematic For Publishers

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. The Interactive Advertising Bureau’s recent update to the OpenRTB guidelines (PDF), which incorporate dynamic in-feed ad units, is generating lots of noise around programmatic, real-time... Continue reading »
by AdExchanger // March 9th, 2015 //
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We're Really Screwing Up The Banner Conversation

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. Over the past several months, the debate on banners has heated up – and gone in the wrong direction. While I have read some interesting... Continue reading »
by AdExchanger // January 21st, 2015 //
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What No One Expects To Happen With Native In 2015

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. When I was discussing native advertising with a venture capitalist in 2012, he flat-out proclaimed, “The New York Times would never do this.” He never... Continue reading »
by AdExchanger // January 2nd, 2015 //
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OK, You Have Their Attention. Now What?

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. Engaging consumers through authentic brand content is more important than ever for drawing them into the marketing funnel. And the best measure of successful brand... Continue reading »
by AdExchanger // October 20th, 2014 //
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Are You Using Attention Metrics To Gauge Success?

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. Online advertising grew up on a foundation of interruption. Audiences sought interesting, relevant content, and advertisers competed with editorial for their attention. Marketers then evaluated... Continue reading »
by AdExchanger // September 22nd, 2014 //
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Native May Sink Before It Sails

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. Last December, the Interactive Advertising Bureau (IAB) released a native advertising playbook to establish a common framework for the industry. Since then, native has become... Continue reading »
by AdExchanger // August 8th, 2014 //
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The Next Standard for Digital Media Transactions: vCPM

"Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Justin Choi, CEO at Nativo. The Media Rating Council (MRC) hit yet another milestone [PDF] in their viewable impression crusade on Monday by lifting the advisory on viewable impressions for... Continue reading »
by AdExchanger // July 2nd, 2014 //
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Nativo And VivaKi Hope To Prove 'Programmatic Native' Can Be Done

One of the reasons that digital publishers like to talk about native is obvious: it resembles the age-old practice of high-priced "advertorials" and the natural customization of the placement dictates that marketers must deal directly with the site's sales team. At the same time, those reasons have left agencies feeling frozen out by native ads,... Continue reading »
by David Kaplan // June 18th, 2013 //
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