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RESEARCH, ANALYSIS & TRENDS
































             The most important developments in native

             advertising



            The  discussion  about  the  optimal  advertising  space  is   interests  of  users.  Already  today,  tools  such  as  link
            becoming more and more intense. One thing is certain:   pulses  based  on  automated  performance  evaluation
            one-sided  relationships  between  advertisers  and   can  provide  recommendations  for  content  placement.
            publishers are no longer sustainable - full transparency,   In the coming years, the technology will evolve a step
            quality and efficiency are the norm.                 further  and  will,  by  default,  create  individualized  start
                                                                 pages  from  stored  video,  text  and  ad  building  blocks,
            Native Programmatic Advertising: - from              which  will  be  adapted  and  played  based  on  audience
            strategic partnerships and effective                 data.
            monetization
                                                                 Self-learning  algorithms  are  central  to  this,  using
            Advertisers and brands are already reaching the limits of   individual’s  data,  like  the  location,  the  device  or  the
            the target groups in the Walled Gardens of Google and   time,  to  personalize  websites  with  content.  For  the
            Co.  and  are  looking  for  successively  larger  reaches  in   automated  construction  of  websites,  the  digital
            premium  web  environments.  As  a  result,  brands,   environment will also have enormous relevance: users
            agencies  and  marketers  are  increasingly  focusing  on   who access publisher websites via social networks will
            programmatic solutions that give them access to a wide   tend  to  be  offered  video-optimized  and  entertaining
            range  of  publishers  while  at  the  same  time  addressing   content.
            their target groups individually.
                                                                 Organic traffic is also served with textual content. The
            Meanwhile,  native  programmatic  offers  publishers  the   use of artificial intelligence offers advertisers a unique
            opportunity to maximize their monetization potential, as   opportunity  to  exploit  the  growing  flood  of  information
            advertisers have low access barriers to premium space,   for the data-driven, strategic delivery of their content. At
            thanks to unified media buying.                      the same time, publishers benefit from providing more
                                                                 relevant  content  to  their  readers  and  should  consider
            To  ensure  a  smooth  and  secure  process,  brand  safety   native  advertising  as  branded  content.  It's  up  to
            mechanisms  must  be  implemented  for  publishers  and   publishers  to  address  development  and  create  an
            advertisers.  This  is  where  the  Adtech  providers  come   environment  that  is  brand-safe,  non-invasive,  and
            into  play.  You  need  to  build  long-term,  exclusive  and   above  all,  transparent.  It’s  their  job  to  build
            strategic partnerships that focus on quality.        relationships and create an ecosystem that adds value
                                                                 to  all  parties.  In  a  nutshell,  native  advertising  can  be
            Artificial intelligence allows for increasing        looked at as a bridge builder between advertiser, brand
            personalization of websites                          and publisher. ◊

            In the future, online content will no longer be optimized                              By MediaBUZZ
            only  for  devices,  but  will  also  adapt  to  the  individual
      6            August 2019 - Predictive Algorithms, Programmatic & Native Ads
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