Carving the Path to Native Advertising

With the rise of programmatic, advertisers have been given the tools to target the users they want while maximizing the return on advertising spend by optimizing performance in real time. Native advertising is on the cusp of this innovation by providing a seamless transition between content and the intended message from a marketer. Previously, ads on websites would be placed as “stand out” boxes next to their content, but now ads look simpler and cleaner in design, creating a substantially better user experience as a result.

The benefits of native are not just restricted to consumers. This type of advertising and its ability to transform in real time has also helped marketers make significant strides. It has streamlined their workflow by allowing them to upload a single ad instead of uploading one for every format and attribute. It also changes the way they connect to consumers—the programmatic landscape has made tremendous advancements in the ability to identify the right user at the right time for a given marketer. But that has only gotten us so far. In order to relate to consumers, we also need to identify the right message as well as the right format.  Native enables marketers to craft the right message in real time without going through the tedious process of maintaining thousands of creatives.

Like all new technologies, native is still in its infancy. While we can’t perfectly foresee the evolutionary path it will ultimately take, we do know that native has extraordinary potential to connect advertisers with consumers in a completely new way, while generating more ROI for advertisers and greater yield for publishers. Open RTB 2.3 is the current standard for programmatic native transaction, and there are still a multitude of details that need to be figured out.  This task of normalization poses an interesting opportunity for anyone wanting to build a robust and comprehensive native solution.

MediaMath is excited about the introduction of native into the programmatic sphere and is following a more organic progression to incorporate a full-scale solution into our platform.

We are currently partnered with native suppliers such as TripleLift, AdYouLike and Sharethrough to provide access to desktop and mobile (both web and in-app) inventory across premium publishers globally.  We are also thrilled to launch native video through our partnership with TripleLift.

“MediaMath continues to innovate and offer the latest technology to their clients, and the partnership with TripleLift is no exception” adds Katie Glass, Director of Partnerships at TripleLift. “The ability to combine the scale and data of programmatic with high-performing premium native ads allows brands to engage consumers through visual content to create exceptional ad experiences.”

MediaMath is heavily investing in the native ecosystem for its advertisers, publishers and users alike, with plans to add more enhancements to our native offering integrated throughout 2016.