This Week in Native Ads 12/9


Tough week for Breitbart, losing advertisers, left right and centre. A nightmare scenario for retargeters whose ads aren’t blacklisting.

But so, it’s that time of year for wraps, trends and looking ahead to 2017. This week we have IAB members predictions for the year ahead. Keep an eye out for our The Best Native of 2016 released next Thursday, December 15th. Join the webinar to hear our discussion and analysis.

Notable Stories this Week

  • OutBrain’s Best Native Campaigns of 2016. Their list is a lot shorter this year but nice examples.
  • From Susan at the IAB – Where is Native heading in 2017. Challenges –> Content quality, measurement, scalability, publisher reliance on paid social and ad blocking. They even touch on VR advertising opportunities. Read it all here.
  • Marketers A List of 2016 via AdAge.
  • Fixing Native Advertising: What Consumers Want From Brands, Publishers, and the FTC
  • I took issue with this study, examining how 11-13 year olds interpreted native ads & fake news, give it a read here.
    The problem is, we already know that children have a hard time deciphering what is advertising, that’s why we have advertising guidelines…
    1. It does raise a question, should Facebook have a content & advertising policy for children, in a digital world you would certainly hope so.
    2. How savvy are the next generation of kids becoming. We probably need to re-examine prior studies for a digital world.
    I’ve been riffing on this for years, here’s an oldie from 2010 with McDonald’s advertising to kids.


Campaign of the Week

Smartest Commentary 

  • “A Microsoft-led team in 2013 [PDF], which researched the impact of good and bad display ads on future impressions. The team found that ‘bad’ banner ads led to a 20% reduction in future impressions compared to a baseline of no ads. ‘Good’ ads led to a 5% reduction.” – James Avery at AdZerk
  • “Our branded content at times outperforms our editorial content.” – Brandon Keenen, BuzzFeed

Datapoints of Note

  • Native ads generate clicks at a 30-40% higher frequency and convert at double the rate [of other mobile units.]
  • Publishers using AMP saw CTR increase by 300%, completion rates by 15% and ad performance 18%.
  • Above mirrors some of our findings, because more people arrive on the content, all your behavioral metrics rise.

Trends to Watch/Bleeding Edge

Events & Webinars

This Week in Native Ads 12/1

After a break, through Thanksgiving, it’s a double whammy mega edition this week. Fake news is the big topic, with Zuckerburg unable to articulate their approach, made worse by Ev Williams’s post on Medium. A lot of informal discussion around how it impacts the companies that rely on advertising arbitrage.

Notable Stories this Week


Campaign of the Week

  • Guide to extraterrestrial life on TheOnion for the new Hulu Show People of Earth. My favorite: ‘All 21st-century innovations are in fact derived from alien technology secretly recovered from downed UFOs, except for noise-canceling headphones, which were totally us.’ And then for my favorite.
  • Curbed & Jeep inspire you to get out of the city with this design lead piece on Clearhouse, a house in Shelter Island. The ‘un-hamptons.’

Smartest Commentary 

  • “Consumers are becoming more accepting of native advertisements, especially when they are sponsored by a company with which the consumer has a strong relationship or if the advertisements provide information the consumer can use.” –University of Georgia study
  • “Viewers don’t discriminate between sponsored videos and editorial content. It’s the quality of the video that really matters and determines whether or not they watch.” –Kathy Kayse, citing a Yahoo study
  • “Shifting success metrics beyond the click to post-click engagement metrics is so important because marketers simply cannot treat native the same as banners if they want to see success.” –Lon Otremba, CEO BidTellect
  • “Sponsored content that is transparent, truthful and informative proves to be an effective way of communicating brand information. Content that is disguised is not.” –Beth Donnelly Egan

Datapoints of Note

Trends to Watch/Bleeding Edge

Events & Webinars

Comprehensive list of all native advertising companies

Native advertising is used to create ads that appear less like ads and more like the content on the page that is being browsed. This form of advertising is used to overcome banner blindness, a phenomenon where website visitors consciously or subconsciously ignore display ads. Native advertising works by matching content and using the trust the audience has for the website that is being viewed. B

If you haven’t already, you should consider implementing this hot and incredibly effective form of advertising into your company’s digital marketing campaign. To get you started, Nudge has compiled a list of native advertising companies:

1. AdNow []
Allows brands to promote content through a self-serve platform.

2. AdRecover []
Ad network that works exclusively on recovering ad blocked inventory.

3. AdsNative []
Platform that uses both in-feed and in-ad placement strategy.

4. Adtile []
Redefining sensor technologies.

5. AdYouLike []
Enable advertisers to spread brand content natively.

6. BidTellect []
Open, multi-format, multi-device native marketing platform.

7. Connatix []
Allowing brands to feature their content across web and mobile media properties.

8. Distroscale []
Content marketing platform and marketplace.

9. Gravity []
Editorial and analytics tools to personalize video on the web.

10. Hexagram []
Extensible and distributed technology platform.

11. Instinctive []
Storytelling platform built for brands.

12. Kargo []
Mobile advertising strategies that launch brands.

13. MoPub []
Ad serving solution built for mobile publishers.

14. NamoMedia []
Turn your content stream into revenue stream.

15. Native Ads []
Helping publishers earn money generating higher CPMs and CTRs .

16. Nativo []
Works with more than 400 publishers and powers native ads for some of the most recognized media companies.

17. Outbrain []
Content discovery platform

18. Plista []
Innovative solutions and content distribution for native advertising.

19. Polar []
Powers a publisher’s native ads program.

20. PowerLinks []
Programmatic native advertising platform.

21. PubNative []
Mobile publisher platform.

22. Revcontent []
Fast growing content recommendation network.

23. ShareThrough []
Native advertising software.

24. Taboola []
Platform for content recommendation, audience acquisition and native advertising.

25. TripleLift []
Native programmatic platform with RTB capabilities for buying and selling native advertising.

26. Yahoo Gemini []
Search and native advertising solutions.

27. YieldMo []
Private marketplace helping publishers and advertisers reach their audiences.

28. Zemanta []
Omni-channel DSP enabling marketers to automate paid content promotion.

If you’re not on this list and would like to be added, email us [email protected]

This Week in Native Ads 11/18


Brand safety on recommendation ads is the hot topic this week. i.e. knowing that you advertise without having detrimental content to your left or right in the recommendation grid.

In tandem Facebook/Google have/are banning fake news sites from their networks. This should help address the brand safety issue by reducing supply of shit ads. Could this mean a tough quarter for recommendation companies who rely on advertising arbitrage?

In the meantime brands will spend on in-feed native, viewed as the brand safe option. I predict this is the exact positioning Google will take with their product – brand safe recommendations.

Notable Stories this Week

  • Facebook overhauls ad metrics, admits four bugs.
  • Native Advertising Institute Awards announced!
  • ‘The money is real; that’s the problem’: Publishers turn a blind eye to content-recommendation ads.
  • Facebook and Google ban fake news site from using their advertising network.
  • Note this is also potentially a big problem for any recommendation unit players relying on advertising arbitrage. Unclear on the full repercussions of this Google/Facebook ban, it could just be posturing. But if they follow through, it might be a tough end to the quarter for a few companies.
  • How celebrities are bending the advertising rules in the social media age.


Campaign of the Week

Smartest Commentary

  • “There’s no reason that publishers can’t get CPMs on AMP pages that are as high as non-AMP pages. But a lot of publishers still aren’t direct-selling AMP pages, which is limiting the rates they can get.” – Laurent Cordier, Google
  • I love this: “People only dislike native content when it’s crap, in the same way that they dislike any content that is crap.” – Will Harris, GQ
  • “Is viewability part of the archaic or part of the new?”

Datapoints of Note

Trends to Watch/Bleeding Edge

  • Brand safety in recommendation grids. Either it gets solved or Google takes the market. Thoughts?


This Week in Native Ads 11/11


Trying a new section this week, gigs/jobs in the space, ping me if you’d like to add any. Hot topic this week is, what is the path to digital revenues for publishers? Replacing print advertisers fast enough.

The challenge here is most of the market are focused on existing digital revenue ala musical chairs, whereas only FB + Google are focused on helping traditional advertisers make the swap to online. I think this is still a big opportunity – and may be a solid part of the publisher equation. Not sure anyone in the native industry is doing this as yet.

Notable Stories this Week


Campaign of the Week

  • TheKnot with Men’s Wearhouse – native content on an evergreen site like TheKnot is a great/interesting buy. As you have validated topics, idea of organic audience and also can support evergreen content.
  • A kiwi (New Zealand) example, with NZHerald + Samsung, featuring Nudge friend Andy Hamilton. It shares the use case of how a busy exec uses his Samsung tablet. Also of how local publishers can leverage native for national/international brands.
  • At the other end of the spectrum a luxury example, in partnership with WSJ how to justify your Netjets spend. I hope they got paid in contra on this one.

Smartest Commentary

  • This tweet looks at the significant decrease in Alexa rank of publishers that swapped to Medium. My take is that the decrease signals Mediums organic early adopter audience not having the toolbar on. But what that also means is that the publishers core audience (that was there before giving the rank) no longer is. Hmmmmm.
  • Dan Greenberg at Inbound16 How would you prefer publishers make money? Millennials: 58% native ads, 21% banners, 4% subscription fees.


Events & Webinars
Both next week!