Overview of Native Advertising and Its Formats
· 1h ago · Originally reported by PPC Land
Native advertising refers to paid ads designed to blend in with the surrounding content, such as in-feed placements or branded articles. These ads can be purchased directly from publishers or through programmatic channels like OpenRTB.
Why it matters
Understanding native advertising is important because it represents a significant and growing segment of digital ad spend, offering brands a way to reach audiences in less intrusive ways.
Explain it like I’m new here
Native ads are like sponsored stories in a magazine that look just like the regular articles, so they fit right in.
Terms in this story
Native advertising
Native advertising is paid advertising designed to match the look, feel and placement of the content around it, such as sponsored posts in feeds or promoted articles, and labelled as sponsored.
OpenRTB
OpenRTB is the open technical standard, maintained by IAB Tech Lab, that defines how bid requests and bid responses are formatted and exchanged in real-time bidding.
Publisher
A publisher is any owner of content or a digital property, such as a website, app, streaming service, podcast or screen network, that earns money by selling ad space to advertisers.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
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