In July, Google started offering native programmatic buying through its DoubleClick network with a pilot program that lets publishers make their so-called native advertising inventory available to brands.
Branded content bests other online advertising in multiple ways, per a new joint study from IPG MediaLab, Forbes and Syracuse University's Newhouse School. Here are a few quick hits from their research:
BuzzFeed's made a name for itself with a cross-platform distribution model that relies heavily on publishing to social platforms. Now, it's looking to leverage that reach for more brand dollars.
As digital video and streaming services continue to recast the viewing landscape, a handful of digital executives and Sundance Film Festival attendees pushed to have the burgeoning videosphere represented during one of filmmaking's highest-profile events—and Rick Parkhill, CEO of VMA Media, made it happen.
The Federal Trade Commission has new guidelines for native ads—and a new commitment to cracking down on violators, which could include brands, agencies or others involved with creating branded content.
Despite all the negative chatter about Marissa Mayer's leadership and increasing pressure from Wall Street, brands like Jeep are seeing success advertising on Yahoo.
Google is now offering programmatic ads for native content and mobile video publishers, working with its DoubleClick clients like eBay. Such publishers can make native ad units available for programmatic demand on Google's open-auction and private marketplaces. The feature is now available in apps and will be available within a few months for cross-screen native ads.
Telemundo boasts one of the strongest reaches across social media, with roughly 60 million fans and followers. It now wants to share its expertise with brands. NBCUniversal Telemundo Enterprises' Digital and Emerging Business is launching a new social-native strategy unit called Co-Lab to help its partners and brands better reach millennial audiences.
As the race for the White House heats up, BuzzFeed is looking to grab a big piece of the political advertising pie.
Publishers' branded content is going programmatic. Today, Sharethrough and AppNexus are rolling out real-time bidding for Sharethrough's news feed-like promos.