Native Advertising

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What Is Native Advertising?

Native advertising is the use of paid ads that match the look, feel and function of the media format in which they appear.

Native ads are often found in social media feeds, or as recommended content on a web page. Unlike display ads or banner ads, native ads don't really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive - it exposes the reader to advertising content without sticking out like a sore thumb

What does Native Advertising look like?

If native advertising looks like regular content, how can I tell it’s an ad?

Here’s the native advertising conundrum. If a native ad looks like regular content, rather than a display ad, then readers may not realize they are consuming a paid advertisement. This compromises the editorial neutrality of the publisher.

For example, imagine you clicked on an article about "The Top Five Hiking Destinations In South America", which took you to a post on the Acme Hiking Equipment blog. It’s not the same as just reading an article on National Geographic, is it? After all, the Acme Hiking Equipment company is paying the website publisher for your click. Consumer watchdogs, such as the FTC (Federal Trade Commission) and the IAB (Interactive Advertising Bureau), are at pains to regulate the use of native ads to ensure that consumers are not misled. Although native ads integrate smoothly into the web page, you can usually see that it’s a native ad by a few telltale signs.

Native ads may have one or more of the following distinguishing features:

  • The words “Suggested Post” or "Recommended For You" or "Promoted Stories"

  • Small icon - if you click it, it denotes that the content block is a paid ad

  • The words “Sponsored”, or a sponsorship credit

  • Recommended or Suggested videos

  • The words “Suggested Post” or "Recommended For You" or "Promoted Stories"

  • Small icon - if you click it, it denotes that the content block is a paid ad

  • The words “Sponsored”, or a sponsorship credit

  • Recommended or Suggested videos

Why are online marketers increasingly turning to Native Advertising?

The Next Step: Programmatic Native Advertising

It’s one thing to serve native ads to your audience. It’s quite another to serve targeted native ads to specific consumers in real time and at scale. This is what programmatic native advertising is all about, and it’s taking native advertising into completely new territory. Programmatic native advertising enables brands and businesses to optimize their native advertising ROI by using programmatic auction of native ads via RTB (Real Time Bidding).

Programmatic Native in a Nutshell

Native ads are built from a number of metadata elements, such as a headline, thumbnail image, content URL, description text, and more.

With programmatic native advertising, a user visits a website, creating space for an ad impression. The Supply Side Platform (SSP) sends bid requests on behalf of the publisher.The Demand Side Platform (DSP) responds with metadata metrics and bids on behalf of the advertiser. Based on the metadata, the SSP selects the winning bid and instantly configures the native ad via templating design to fit into the website or app. This entire process occurs within a fraction of a second. With the programmatic platform, native advertising can achieve a far more targeted response for each user in real time, which translates to increased engagement and higher conversions.

How Outbrain Boosts Your Native Advertising

When you use Outbrain Amplify, your content appears as featured links and suggested posts on some of the world’s largest content publishers, such as:

If you have a great blog post, a terrific review from the press or an influencer, a video, or content you co-created with a publisher, Outbrain can help your content get discovered.

  • Outbrain drives engaged readers to your high-quality articles, mobile-optimized or video content (see our full content guidelines).

  • Unique placement strategy allows us to find the right audience for your content while they are actively looking for something new and interesting to discover.

  • The Outbrain Interest Graph taps into a deep reservoir of content consumption data from across our network, and allows us to personalize recommendations for each audience member.

  • Flexible pay-per-click (PPC) model gives you complete control of your native advertising spend.