Native

  • 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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  • Most Marketers Want to Alter Attribution Model; Japan Ad Spend Hit £44.88bn

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Most marketers want to alter attribution model; Japan ad spend hit £44.88bn; IAB AU release Invalid Traffic benchmarks; Mobile telco ad network opens up in India; Yahoo Storytellers lands in Singapore; and UnLtd unveil AU industry scheme for disadvantaged youth.

    Most marketers want to alter attribution model

    Measurement is increasingly an important focus for marketers in the region, [...]

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  • The Death of the Cookie; Native In-Feed Rises

    ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: The death of the cookie; Native in-feed rises; SMEs missing out on sales; and Sharing personal data.

    The death of the cookie

    Over half of digital marketing managers (53%) say that cookie-based advertising campaigns will die out within the next 12 months, according to a new report from Viant.

    Instead, digital marketers are [...]

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