AdWeek Europe 2015 Recap: How Native Programmatic Advertising is Reshaping the Media Landscape
AdWeek 2015

AdWeek Europe 2015 Recap: How Native Programmatic Advertising is Reshaping the Media Landscape

3 years ago 0

The Ad-Tech industry has long debated how native advertising will scale – could native ever combine with programmatic to reach its full potential? At Advertising Week Europe 2015, we hosted a panel of industry experts; asking them how they believe the coming-of-age of native programmatic will affect the industry as a whole.  Here are some of the key take-aways of the discussion… Native Engagement Mike Harty talked about In-Feed ads as “an execution rendering the ad to look – with advertising disclosure – like it belongs in the stream of content on the host site.” By injecting content into the user screen, there is a higher chance of engagement if the content is properly targeted and the creative is good. As opposed to attempting to win user engagement by contrasting with the user experience, this execution attempts to win engagement on the merit of the quality of the content presented …

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Native Advertising - Mike Harty ExchangeWire March 2015

Mike Harty in ExchangeWire, March 2015: The Highlights

3 years ago 0

Last month, our Co-Founder Mike Harty talked to Ronan Shields at ExchangeWire about the growth of native, adding value to the user experience and the benefits of standardization. Here’s a digest of the best bits… On native growth: “…what is abundantly clear is that both advertisers and publishers are heavily adopting Native. According to the IAB, spend hit £216m in the first half of 2014. Furthermore according to AOP figures, publishers have now identified Native as their principal new business opportunity. Combined, this shows the rapidly growing appetite and opportunity in Native from both buyers and sellers.” “Native advertising is an opportunity to rewrite the playbook… It’s a chance to say: ‘If we want digital advertising to work optimally, we need to figure out ways to add value to the user experience.’” On transparency and the user experience: “Native should deliver end-user value, not detract from it… Programmatic Native will …

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