Programmatic Media Buying 101: All About Native

Programmatic Media Buying 101: All About Native

Programmatic Native Defined

Native advertising has evolved in the way in which information is presented visually on web pages. In the early days of the web, sponsored content was visually obvious on the page, because it looked different from the rest of the page’s design and layout. In contrast to current native content, the ads are designed to look like they’re a part of the page in which they appear. Advertisers are buying placements on publisher pages, and back-end technology renders creative ads to make them look like they belong there.

How is a Native Ad put together?

The key difference in Programmatic Native is that the ad itself is composed of multiple elements that must be transferred through the bid request and bid response before they get to the publisher’s webpage in their final format.

Native Ad Units share similar attributes with publisher content like image size & ratio, layout, headline, caption, font colors and style. The key differences lie in that native ads also include ad labels.


Creating a Native Ad:native programmatic

  1. Creative is put together an ad with an image, headline, copy and logo.
  2. Using formatting technology, this single creative piece can be turned into hundreds of ads automatically.
  3. Each of these ads will be formatted to fit the unique look and feel that relates to the individual site it’s on. No two ads are alike, nor will they be alike.


Types of Native Ads:

When producing native advertising, there are several variations of native ads to choose from, each of which is slightly different in their formation.

  • In-feed ads: Historically sold with a guaranteed placement and measured by CTR, these ads are promotional content which link off of the site to additional information such as Social Feeds, Content Feeds and Product Feeds.
  • Search and promoted listings: The most common type of search ad, search promoted listings are found above organic search results and look like surrounding results while linking to a page just like the organic results.
  • Recommendation widgets: A form of native advertising where the ad or paid content link is delivered via a “widget.”
  • Custom content units: Varying the most from the above groups, these ad units are too platform-specific to warrant their own category but need on a marketer’s radar as a native ad option.




How it all works?

As soon as a user visits a site, an ad impression becomes available. When a publisher sends this impression to a supply side provider, or SSP, a bid request is made inside of an exchange. DSPs then respond with metadata and bids on behalf of advertisers to win and ultimately return a creative for that impression. The Native SSP receives metadata and selects the winning bid then assembles the native ad with real-time templating to fit into the design and layout of a site or app.

Overall, today’s native advertising have evolved to be defined as a type of paid media where the ad experience follows the natural form and function for the user experience in which it is placed.

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