Native

  • After Years of False Starts, True Native Offers Hope: Q&A with Kai Henniges, video intelligence

    With GDPR around the corner, is first- and third-party data going to struggle? Kai Henniges (pictured below), CEO and co-founder of Swiss mobile video SSP video intelligence, believes that native is the way forward, as it works with existing page content, rather than relying on data.

    Quietly creeping up on us for years, native video has emerged as a dominant force in digital advertising. The reason is a collision of factors – with video consumption habits and GDPR the final pieces [...]

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  • Alibaba to Grow Global Ad Share; AU Content Agency Acquires Retail Comms Specialist

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Alibaba to grow share of global ads; AU content agency acquires retail comms specialist; Singapore socio-political site to shutter; IAB AU unveils programmatic and native guides; and VaynerMedia eyes Asia expansion via Singapore launch.

    Alibaba to grow share of global ads

    The Chinese internet giant is expected to increase its share of the global digital ad market from [...]

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  • JICWEBS Anti-Ad-Fraud Certification; Acquisitions for OpenX

    ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: JICWEBS opens new anti-ad-fraud certification; OpenX buys Mezzobit and PubNation; Adyoulike and The Trade Desk partner; Evania and Fraudlogix cooperate; Triton and OMS expand partnership; and New tools at Fyber.

    JICWEBS takes next step in fight against ad fraud

    After introducing a scheme for ad tech companies to certify their compliance with anti-ad-fraud measures, UK industry body JICWEBS now introduces a certification scheme for companies [...]

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  • All Advertising Will Be Native, or Non-Interruptive; Q&A with Gilad de Vries, Outbrain

    Native advertising isn’t new, but as an opportunity to seamlessly get in front of customers in the context they are already familiar with, the channel continues to grow as marketers are seeing true value. Gilad de Vries (pictured below), SVP Strategy, Outbrain, talks about the benefits of native advertising and how a marketer’s content can drive users to engage with their brand.

    ExchangeWire: What are the benefits for brands/agencies, and what have been the main growth factors of [...]

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  • AirAsia Campaigns Put Humans & AI Together

    Data-driven marketing and machine learning often are touted as helping advertisers reach audiences more accurately; but human judgement still is needed to tell the story that connects customers.

    This approach helped power AirAsia’s campaigns, according to Kuo Chia-Fang, Oath’s Asia-Pacific media solutions senior director. The low-cost airline worked with Yahoo last year to roll out a campaign that aimed to create awareness of its flight network, frequencies, and ancillary services such as in-flight meal, hot seats, and baggage. It also wanted [...]

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  • Native Delivers Brand Safety in a Programmatic World

    When it comes to the most controversial subjects of the marketing world, native and programmatic are vying for first place. Native is criticised as a tactic that intentionally misleads audiences, allowing advertising to disguise itself as genuine editorial content, while programmatic has taken the blame for widespread brand safety and fraud issues due to the lack of transparency in its supply chain, writes Alex McIlvenny, UK country manager, Ligatus.

    Combining these two tactics may therefore seem unwise, but it is in fact [...]

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  • Buyers & Sellers Deserve Complete Visibility: Q&A with Chris Rooke, Nativo

    Transparency issues are always a top concern in the advertising industry, and rightly so with some of the methods being used. As Chris Rooke (pictured below), SVP strategy and operations, Nativo, explains, there are quite a few practices in play today that need to be addressed, but follow-through will be key to addressing these transparency concerns to give buyers and sellers the visibility they deserve going forward.

    ExchangeWire: How is transparency (or lack thereof) affecting the health of the [...]

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  • What’s Next for Native Advertising in Mobile?

    It has been more than just a few years since the seismic shift in users’ browsing preferences from desktop to mobile. During that time there has been some serious investment behind the mobile environment, both in technology and formats. Mobile display advertising, firmly rooted within the marketing mix, is considered to be the modern equivalent of more contemporary methods of advertising. Display advertising has a very healthy organic model, which many think will become bigger than SEO. [...]

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  • 'Deep Native' is Native Advertising's Evolution: Q&A with Dale Lovell, CDO & UK MD, ADYOULIKE

    With the proliferation of new technology and industry standards, native advertising is experiencing a surge in popularity. Dale Lovell, chief digital officer and UK managing director, ADYOULIKE, discusses with ExchangeWire how native advertising is changing and how it can help both publishers and advertisers deliver relevant, compelling ad experiences.

    ExchangeWire: Proving how technology is evolving native advertising, ADYOULIKE made headlines last year with the announcement of the IBM Watson integration – how is semantic targeting changing native?

    Dale Lovell: Globally, ADYOULIKE [...]

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  • Content at Scale is Making Brands Publishers in Their Own Right: Q&A with Benjamin Potter, CLICKON Media

    Is the scope of native advertising really understood as an industry, and how does content at scale feed into what native advertising can offer and its evolution? ExchangeWire speak with Benjamin Potter, co-founder and creative director, CLICKON Media about how content at scale works, how technology is helping it to grow, and the opportunity it can present for both brands and publishers.

    ExchangeWire: How does branded content at scale work? Where would the [...]

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