Programmatic Native: Making It Work For Everyone
PowerLinks Native Programmatic Advertising

Programmatic Native: Making It Work For Everyone

4 years ago

After a year of debating the definition and musing over its potential, native advertising has finally found its place in the digital advertising ecosystem. Publishers are steadily adopting this new revenue stream and countless advertisers are eagerly exploring the opportunity. This rapid growth has caused fragmentation in the native marketplace, leading to limitations of scale, standardization and diversity. What has caused native advertising to gain such traction? Does it work for every player in the landscape? And how can we overcome the teething problems to realize the full potential of native? The broader appeal of Native Native advertising is drawing growing interest and new budgets from a variety of previously limited demand sources. There is significant interest from search agencies due to the ability to target and optimize keywords, as well as transact on a CPC basis. This provides an alternative supply source for search budgets. Content Marketing agencies also see …

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PowerLinks Native Ad Strategy

Publishers: 5 Considerations for your Native Advertising Strategy

4 years ago

In today’s ever evolving ad marketplace with razor thin margins, publishers are constantly pressed to find the best short term and long term monetization opportunities. Native advertising continues to provide accretive revenue opportunities to large and small premium publishers. According to a study by Hexagram””62% of publishers have utilized some kind of native advertising and the revenue continues to grow exponentially year over year (BIA Kelsey). Recently, New York Times reported a 16.5% growth in digital ad revenue””much of which was driven by native advertising. Being that native advertising is relatively young and there are already over 50 companies dedicated to providing technology and sales, it can be extremely difficult for publishers to plan and choose a long-term native advertising strategy. It’s important to start (or re-evaluate) this process by asking yourself 5 initial questions:   Sales: What is the strongest Native Advertising Sales Strategy? It is important to determine …

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