Native Advertising Archives | AdExchanger

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

James Hercher — Tue, 18 Jun 2024 15:57:34 +0000

Native advertising is hardly new. Companies like TripleLift, which created the category of programmatic native, are now in their awkward tween years. Which means it’s about time for something new. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson. The company was founded early last year and only has three […]

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Inside The Secret Meetings To Define MFA

Anthony Vargas — Mon, 11 Mar 2024 13:51:17 +0000

Forget what you know about “made for advertising.” There’s a push now to redefine MFA as “made for arbitrage.” Despite the backlash against MFA websites, there is still no industry standard to define MFA, which is causing problems for some publishers that feel unfairly lumped into the made-for-advertising category. AdExchanger has learned that the 4A’s […]

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Reddit Rolls Out Conversation Ads After Discarding Programmatic

Allison Schiff — Thu, 02 Sep 2021 14:51:40 +0000

Reddit launched a new native ad unit Thursday, four months after discontinuing all programmatic advertising on its site on April 30. The offering, called Conversation Placement, appears in comment threads on Reddit sandwiched between the original post above and the first comment in the thread below. The ads are available through Reddit’s direct sales channels […]

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Outbrain’s CEO On Its IPO, Ad Quality And Why He Brushes Off The ‘Chumbox’ Label

Allison Schiff — Wed, 23 Jun 2021 14:00:50 +0000

It’s been a whirlwind year of acquisitions, near mergers, SPACs and pre-IPO filings for companies in the content recommendation space. In September 2020, the proposed mega merger between Outbrain and Taboola fell apart. In January, Taboola announced plans to go public via a special purpose acquisition company. Three months later, Outbrain filed confidential S-1 paperwork […]

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Xaxis-Owned Plista And Jivox Hook Up To Blend Native With Dynamic Creative

Allison Schiff — Tue, 15 Aug 2017 13:00:00 +0000

Brands want to spend more on native, and plista, the native arm of WPP’s Xaxis, is hoping to oblige through a partnership with dynamic creative optimization platform Jivox. After several months of testing, the duo rolled out a solution on Tuesday to help plista and GroupM clients create and buy native ads programmatically and personalize […]

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Outbrain Acquires Native DSP Zemanta

Sarah Sluis — Tue, 25 Jul 2017 15:18:59 +0000

Outbrain acquired native DSP Zemanta for an undisclosed sum Tuesday. The deal will bring together Outbrain’s scaled native supply with Zemanta’s demand, laying the groundwork for Outbrain to position itself as a leader in the still-nascent programmatic native ecosystem. Outbrain bought the DSP because it expects native advertising to become larger than display advertising in […]

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How Private Exchanges Are Changing The Standards For Programmatic Native

Alison Weissbrot — Mon, 15 May 2017 15:17:25 +0000

Programmatic native is cleaning up its act. Content recommendation engines like Taboola and Outbrain provide an easy incremental revenue stream for publishers. But their cost-per-click model, which favors performance over quality, enables traffic arbitrage and creates brand safety risks. To account for those concerns, native exchanges like TripleLift, Connatix, Nativo and Sharethrough have leveraged direct […]

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Nativo Opens Door To Programmatic Sponsored Content

Sarah Sluis — Fri, 17 Mar 2017 13:00:16 +0000

Sponsored content is going programmatic, courtesy of a partnership between native ad company Nativo, and demand-side platform The Trade Desk. GroupM’s native ad division, Plista, will be a key buyer in the new partnership. The deals transact via a private marketplace, but with fixed pricing. Nativo will add in a programmatic guaranteed option later this […]

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TripleLift Builds Server-Side Header Bidding For Native Ads

Sarah Sluis — Tue, 07 Feb 2017 11:00:38 +0000

TripleLift is throwing its hat into the server-side header bidding ring. On Tuesday, it rolled out its wrapper, Apex, which lets publishers bring in demand for their in-feed native ad placements. TripleLift will run a first-price auction among all participating partners, a shift from the OpenRTB spec of a second-price auction that could result in […]

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Atlantic Re:think Uses Data To Double Down On Visual Sponsored Content

Sarah Sluis — Fri, 19 Aug 2016 14:04:38 +0000

Native is a big deal to The Atlantic, where sponsored content will comprise 75% of digital revenue this year. It employs a 30-person team, dubbed Atlantic Re:think, to create campaigns for clients like Porsche, TIAA and Cathay Pacific. The team operates with the philosophy that “engagement is an art and science,” said Michael Monroe, the […]

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