Native ads – materials in an online publication that resemble the publication’s editorial content, but are paid for by an advertiser and intended to promote a product or service – are certainly not new on the market. However, native ads have lately generated much interest, whether they are located on YouTube or Vine or show up in blog articles.
Native ads take into account the specifics of the platform and users’ behaviors on it. Brands and advertisers love native ads, mainly because the click-through rates tend to be much higher than typical advertisements and engagement is usually much stronger. The ads await the users in a space where users normally seek information and/or news, instead of on the sidelines of the site, where there are already at least a dozen ads.
With all that, native ads are typically not irritating to the user. The term “native ads” can apply to branded content (promotional videos, sponsored content, listings, etc.) and even search ads. The format of native ads has been adapted by social media (Facebook, Twitter, YouTube), and lately begun to noticeably pop up on various news platforms. In the United States, media giants such as Time, Inc., Forbes, Wall Street Journal and New York Times are already using native ads formats.
In 2015, with the release of the OpenRTB standard 2.3, native ads became accessible in RTB. We immediately began working on integrating this format into our own SSP. Now we are delighted to offer our clients the opportunity to place native ads.
Native ads API allow us to describe any placement in terms of assets, the summation of which permits us to understand the possibilities for specific ad placement. For example, Publisher can create a placement which consists of:
- An image of a certain size
- Display URL, which allows the advertiser to customize the link
The full list of available attributes can be viewed in the specs. That way we can describe almost any placement, from an Instagram post to a block of sponsored links in a blog.
During the initial SSP planning, we went in with the understanding that there will be a necessity to expand and add new formats. This allowed us to adapt quickly to new specs and support native ads API with minimal code changes. Our protocol for native ads in Orbit Ad Server allows us to place the ads into any space, from html content to in-app advertising. We are thrilled to provide our clients this latest offering in the digital advertising space.