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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