What is Native Advertising?
Native advertising is a very high-quality, highly engaging digital advertising format that enables an advertiser to promote content to a user within the context, style and function of the online experience. Native ad formats often appear to be part of the content being consumed – i.e.; leveraging native characters in a video to promote a brand. Publishers and advertisers are seeing nearly universal consumer acceptance and interaction with native advertising.
There is a broad variety of native advertising formats and styles based on how, where a consumer is online (desktop, tablet, smart phone) – as well as the actual online activity. Typically the formats are contextually relevant placements such as paid search ads, in-stream (as part of news and other types of feeds), sponsored content, in-image, in-app, direct navigation and more. Typically native advertising formats originate from publishers that develop them to offer advertisers a more integrated advertising experience with the audience.
Increasingly, publishers have begun to create unique native ad formats after seeing the success companies such as Facebook, Twitter, Tumblr and Rovio have had in gaining mainstream acceptance by advertisers. The challenge for advertisers has been scale. Most individual publishers do not have enough scale to satisfy the advertiser’s reach requirements.
The Bidstream RTB exchange has both the variety of format, and the scale. Bidstream aggregates and standardizes native advertising supply from the leading supply side platforms and publishers and and streamlines the purchasing experience for advertisers. Native advertising publishers create their own ad placements and creative and upload them to the Bidstream Exchange on a contextualized basis for advertisers to bid on in real time. Advertisers bid on a per-visit basis (rather than impression-based) to simplify and normalize the buying process.