{"id":112644,"date":"2015-02-23T19:15:00","date_gmt":"2015-02-24T00:15:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/part-2-native-programmatic-advertising\/"},"modified":"2024-12-21T05:53:45","modified_gmt":"2024-12-21T10:53:45","slug":"part-2-native-programmatic-advertising","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/part-2-native-programmatic-advertising\/","title":{"rendered":"Part 2: Native Programmatic Advertising"},"content":{"rendered":"

With the first part of the long anticipated Native advertising guidelines<\/a> recently released by IAB, digital marketing focus has shifted once more to Native Advertising.<\/p>\n

What adds to the excitement is that the IAB is close to completing the OpenRTB API Specification 2.3, which for the first time includes two buzzwords of the digital marketing world, Native and Programmatic. As a result over the next couple of months we can anticipate an increased interest in bringing Native Programmatic ads at scale from publishers.<\/p>\n

Although Native Programmatic still lacks an official definition it could be described as bringing an editorial-resembling customised ad in front of the right consumer, at the right time and in large scale, each time creating a unique user experience.<\/p>\n

For a long time Native and Programmatic were addressed as two different approaches that had little in common. \u00a0Programmatic targets the individual consumer while Native targets the publisher\u2019s website or app. No common ground there, right?<\/p>\n

However some publishers have started to believe that this is not necessarily the case. Facebook for example, introduced Facebook Exchange (FBX) in late 2013 which uses a combination of Native ads and Real-Time Biding (RTB).\u00a0 Since then, an increasing number of publishers are interested in taking this merger a step further. \u00a0As a result some agencies have already introduced relevant services such as Vivaki\u2019s \u201cAudience on Demand Native\u201d.<\/p>\n

How is it different from Programmatic Advertising? <\/strong><\/p>\n

When a user visits the publisher\u2019s website and makes an impression available, the publisher sends a bid request through a Supply-Side Platform (SSP) exactly as it\u2019s happening with standard RTB.\u00a0 Differences occur during the next stage. Demand-Side Platforms (DSPs) instead of responding with bids including ad tags and banners respond with bids that include metadata such as headlines, thumbnails, logos, description text etc, and it is on these factors that the SSP decision is based.\u00a0 After the decision with regards to the winning bid has been taken, Native SSP puts together the elements of the native ads using real-time templating that blends into the layout of the publisher\u2019s website or app; something that is not possible with display ads.<\/p>\n

Therefore instead of tag, banner, rich media or video files, customisable metadata is carried over instead.<\/p>\n

How is it different from Native Advertising?<\/strong><\/p>\n

The key word in this case is scale. Customised ads can reach users at a large scale with only a little bit of standardisation required. Native ads are no longer restricted to a publisher but can reach their target audience wherever they are on the web.<\/p>\n

Match made in heaven<\/strong><\/p>\n

So what can Programmatic add to Native? The answer as stated above is scale and automated media buying. And what about Native\u2019s contribution to the pair? Well the answer in this case is relevancy and engagement.<\/p>\n

Assuming that scale differences can be overcome, essentially both Native and Programmatic share a lot of common goals: find the right audience, give users the best possible experience, increase brand awareness and ultimately drive conversions. They both try to reach the individual consumer with a customised message.<\/p>\n

Therefore it does not come as a surprise that recent efforts of digital advertisers have been focused on finding ways to combine the strengths of both. The challenge is that since the target is the user and not the publisher, it is difficult to achieve customisation through a standard ad unit.<\/p>\n

Native Advertising on mobile advertising <\/strong><\/p>\n

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