Publishers' branded content is going programmatic. Today, Sharethrough and AppNexus are rolling out real-time bidding for Sharethrough's news feed-like promos.
The 614 Group, a digital media consulting player, has produced a benchmark study that is designed to help marketers make choices about native advertising.
As the banner ad loses its luster, online publishers from BuzzFeed to Quartz are turning to units that capture the look and feel of the host site's content. The purists say that truly native advertising can't be scaled without losing its bespoke (read: expensive) feel.
When Yahoo introduced native advertising in April, CEO Marissa Mayer boasted that its new in-stream ads would be “every bit as personalized and engaging” as the editorial content around them.
A fundamental challenge of native advertising is scalability. A Google search ad can’t run as a Forbes BrandVoice ad, nor can a Twitter Promoted Tweet be placed as a Tumblr Radar spot.
A lot of investor money has flowed to mobile ad startups, but much has been siphoned toward companies working on how to better target mobile ads or build ties between mobile and desktop users. Instead of focusing on how ads get distributed and to whom, Namo Media (short for “native mobile”) aims to fix where they get distributed and what they look like.
Companies like InPowered and Disqus have rolled out ad platforms for brands to promote articles and other more media-ish content with paid placements on publish
Sharethrough founder and CEO Dan Greenberg is one of the more vocal evangelists of the native advertising talk that has recently bubbled up.
The social video firm Sharethrough wants to help brands run video ads that don't look like video ads.