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»native

B2B Publisher SourceMedia Takes A Targeted Approach To Branded Content

SourceMedia, the Observer Capital–owned publisher of financial trades like American Banker and The Bond Buyer, along with other B2B sites, is taking a page from the B2C playbook. While B2B pubs have been slower to embrace programmatic, SourceMedia plans to buck that trend by being a better steward of its first-party data. A new integration... Continue reading »
by Kelly Liyakasa // March 12th, 2018 //
»
Why Sponsored Content Is Monster’s Top Channel For Millennial Job-Seekers

Monster considers itself a challenger brand. The early leader in the online job space commands high awareness among older job-seekers. Unfortunately, millennials are more likely to think of Monster as an energy drink. When its VP of performance marketing and media, Brian Costello, joined Monster a year ago, he wanted to switch the thinking of... Continue reading »
by Sarah Sluis // July 25th, 2017 //
»
Time Inc. Enjoys Growth In Native And Programmatic Revenue

Time Inc. is bullish on digital, even as its print business deflates. The company – which has lately been the object of acquisitive interest from Meredith and other suitors – expects $600 million in digital revenue next year. “We see a path to $1 billion over [our strategic] plan,” said CEO Rich Battista during Time's... Continue reading »
by Sarah Sluis // February 16th, 2017 //
»
LinkedIn Makes More Native Ad Formats Self-Serve

LinkedIn is going all-in on automation – promising to activate all display ads programmatically starting in 2017. In the meantime, it is expanding the number of native ad units that are available in a self-serve capacity. While advertisers could previously buy Sponsored Updates and text ads via LinkedIn’s self-serve campaign manager, they now can buy... Continue reading »
by Kelly Liyakasa // November 9th, 2016 //
»
Native Programmatic’s Awkward, Growth-Spurt Years

Casie Attardi will speak at AdExchanger's PROGRAMMATIC I/O Conference in New York on October 26. Native inventory became a significant part of the digital marketing mix before industry stakeholders had the time to develop a sense of comfort and familiarity with native advertising. “Native, especially for in-app programmatic, evolved over a very short period of time,” said... Continue reading »
by James Hercher // October 11th, 2016 //
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As Publishers Go Native, The New York Times’ Flex Ads Lead The Pack

The New York Times’ new Flex Frame ads are among the first component-based ads deployed in the wild with the help of Google tech. The ads adjust their look and feel according to screen type and page environment. Expect other publishers to follow with their own versions over the next year. The Flex Frame ads... Continue reading »
by Sarah Sluis // October 6th, 2016 //
»
Unilever Brand Knorr Adds A Dash Of Native To Its Media Mix

Knorr is developing a taste for native. The Unilever-owned seasoning and sauce brand has been experimenting with interactive sponsored content and plans to make it a stock part of its media plan. That’s because it’s the kind of thing that engages millennials, an audience Knorr is particularly interested in courting. Awareness isn’t an issue for... Continue reading »
by Allison Schiff // September 19th, 2016 //
»
Native Programmatic, The Once And Future King

For many in the native space, the always-on-the-horizon prospect of the Promised Land has been a hard sell to other digital stakeholders. And though the industry has grown at a rapid clip, there’s still deep confusion over questions as basic and crucial as “What is native?” Native is “a broad term that lacks definition,” said... Continue reading »
by James Hercher // July 7th, 2016 //
»
How Turner Is Translating Social Data Into Shareable Content

While early social analytics tools measured likes, shares and sentiment, they didn’t capture total consumer engagement with brand or publisher content. It’s a problem social TV tool Canvs has teamed up with Turner Broadcasting and other media companies to solve. The premise of the partnership, revealed Tuesday, is that consumers are more apt to read... Continue reading »
by Kelly Liyakasa // April 26th, 2016 //
»
A Tale Of Two Natives: How Publishers Approach Sponsored Content And Programmatic Native

In an age of banner blindness, nearly every publisher has added a sponsored content offering. Meanwhile, programmatic native is replacing banners and boxes. The programmatic native bucket, which includes Outbrain, TripleLift, Sharethrough, Taboola and Yahoo Gemini, features advertising in the form of article snippets, which look similar to sponsored content teasers. Sponsored content, by contrast,... Continue reading »
by Sarah Sluis // February 9th, 2016 //
»
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