Advertisers, ad tech companies and publishers pay heed: The Federal Trade Commission (FTC) released an enforcement policy Tuesday that outlines which forms of native advertising it deems acceptable and which it deems deceptive. A key thread in the guidelines is that the user needs to know if content is an ad before she clicks and/or consumes content. […]
For the past three years, Ancestry has used content to drive sales, writing and promoting blog posts like “Do You Have Royal Blood?” to encourage people to buy its product. This strategy goes against conventional wisdom, in which banners are typically meant for driving sales and content to drive awareness. “Every piece [of content] we […]
If someone asked you to rattle off the big buzzwords in media, it’s a pretty good bet mobile, native ads and programmatic would be somewhere near the top of your list. Google has just knocked down all three in a single gesture, allowing its publisher customers to expose native ad inventory in their mobile apps to buyers […]
Millennials are experts at ignoring what they don’t care about – regardless of ad blockers. “Millennials don’t necessarily follow the rules of marketing,” said Kathryn Minshew, CEO and founder of millennial-centric career and job site The Muse, speaking at eMarketer’s Attention event in New York City on Tuesday. “They don’t look where you want them to […]
TripleLift closed $10.5 million in Series B funding Thursday, led by Edison Partners. The in-feed native advertising company will use the funds to double its workforce from 50 to 100 employees and expand internationally, starting in Europe with the UK. The company will also devote a portion to research and development. “My hope is that […]
Outbrain will allow publishers to sell native in-feed placements via their direct sales channels. In beta testing with four publishers, publishers can offer the units on a CPC or CPM basis. “Over the last six months, we’ve had more and more publishers dipping their toe into native ads,” said Matt Crenshaw, Outbrain’s VP of product […]
Earlier this week, Mary Engle, the Federal Trade Commission’s associate director of advertising practices, suggested to attendees at AdExchanger’s Clean Ads I/O conference that publishers could be held responsible for native ads deemed misleading that run on their properties. Read the original story by AdExchanger’s Sarah Sluis. Readers interested in her comments can now check out the above […]
BidSwitch on Monday announced a feature for its API that will incorporate the OpenRTB2.3 standards, opening up new sources of native supply and, according to BidSwitch GM Bob Walczak, “[enabling] a much higher degree of innovation and efficiency in the native market.” BidSwitch’s value proposition is its ability to integrate once and then connect with […]
Even as marketers increasingly see native programmatic as a part of the core digital arsenal – alongside video, display and mobile – industry leaders like Sharethrough have encountered a lag in adoption from major DSPs. Part of the problem is that the existence of technology solutions hasn’t had a chance to sink in with brands […]
Facebook’s mobile ad network seems to be a hit with developers. In the six months since it rolled out Audience Network globally, the number of apps participating has grown by a factor of five, a big jump even from Q4 2014 when the number had grown 3x. Basically, app developers are flocking to Facebook. A […]