Native. It is an ad tech misnomer if there was one. But the non-standard IAB unit is getting a lot of attention (trade press column inches) as well as budget. But how do publishers monetise the endemic ad play? And where might be the incremental income be for the struggling publisher?
Here Mike Harty, Powerlinks COO, talks about the opportunity and how the company's solution is giving publisher tools to access programmatic budget around endemic advertising - that's the non-IAB ad unit, people. Native is dead now.