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Dsps and Social Me- Dia Native Ad Management Vendors May Have Hit Near Their Peak Saturation in the Marketplace

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Dsps and Social Me- Dia Native Ad Management Vendors May Have Hit Near Their Peak Saturation in the Marketplace ProgrammaticBONUS Native Advertising CHAPTER: Best Practices for + 3 CASE STUDIES THE GLOBAL GUIDE TO TECHNOLOGY 2018 A Resource for Marketers, Advertisers, Media Buyers, Communicators, Publishers and Ad Tech Professionals 1 www.NativeAdvertisingInstitute.com GO BACK TO THIS PAGE Table of Contents Foreword by Jesper Laursen 3 CHAPTERS 1. Introduction – The 2018 Native Advertising Technology Landscape 5 2. Guide to Native Advertising Terminology and Definitions 8 3. 2018 Native Advertising Technology Statistics 10 4. Native Advertising Technology Category Methodology 12 5. 2018 Native Advertising Technology Vendor Guide 16 6. Conclusion – Looking Ahead to 2019 71 BONUS CHAPTER: Best Practices for Programmatic Native Advertising 73 Case Study: Blinkist Increases App Downloads With Outbrain 84 Case Study: Daniel Gibbings & Forevermark Diamonds Generates Awareness and Leads with Storygize 88 Case Study: Allure Eyewear Drives Traffic and Engagement with Fabl 94 About the Author 99 About Native Advertising Institute 100 ACKNOWLEDGEMENTS AUTHOR: CHAD POLLITT FOREWORD: JESPER LAURSEN EDITOR: JOHANNE ELIASSON DESIGNER: ALEXANDER DAVID MUNCK PUBLISHED BY: NATIVE ADVERTISING INSTITUTE 2 www.NativeAdvertisingInstitute.com Foreword Thank you for downloading this guide to native advertising technology. We hope that this ebook will help marketers, publishers and communications pro- fessionals navigate the native advertising technology landscape. Just a few weeks before we launched this year’s Native Advertising Tech- nology Landscape, Facebook announced that brands and publishers would be much less visible in the newsfeed of their two billion users. As it turns out, Facebook was referring to the organic visibility as the paid visibility so far seems to be working in the same way. One might argue that this was old news as the organic reach of brands on Facebook has been gradually diminishing for years now, to a point where it is very close to zero. Whether old or new news, the announcement was a power- ful reminder that social media has increasingly become a pay-to-play game for brands. Now, it is of course annoying having to pay for something that, at least to some extent, used to be free. In return, however, Facebook has given marketers some extremely powerful tools to get their commercial content in front of the right audience at the right time. And Facebook is far from the only platform or service that is empowering brand marketers to leverage paid content distribution. Other social media such as LinkedIn and Twitter are working hard to improve their tools and services. Many other platforms and providers such as Outbrain and Strossle are build- ing smooth self-service solutions and completely new technology vendors are popping up at a breathtaking pace. 3 www.NativeAdvertisingInstitute.com FOREWORD BY JESPER LAURSEN In other words, what we are seeing now is an unprecedented opportunity for brands that want to take matters into their own hands and be in control of their own paid media. This guide is an attempt to give you an overview and understanding of the many, many options available. It will not make you a native advertising ninja overnight, but it will hopefully give you an idea as to just how many exciting tools are out there. If you follow our blog, we will do our absolute best to edu- cate you on how to make the most of them. But for now, indulge yourself in the more than 400 vendors we were able to find. There should be plenty of opportunities in there for any brand of any size looking for ways to leverage native advertising. Jesper Laursen Founder and CEO of Native Advertising Institute 4 www.NativeAdvertisingInstitute.com CHAPTER 1 Introduction – The 2018 Native Advertising Technology Landscape In 2017, the Native Advertising Institute (NAI) took on an ambitious project to map the entire native advertising technology landscape. It was a lot of hard work, but it paid off. The aim of the project was to help demystify the native advertising technology landscape and to bring marketers, publishers, ad tech, media buyers, advertis- ers, and communicators together on the same page around native advertising. It was never done completely before but received a lot of positive feedback and it was decided to make this an annual tradition. Therefore, NAI continued after publishing last year’s landscape to add to the list of technology vendors throughout the year and will continue to do so this year, as well. So, with the new year comes the updated landscape. Once again, our hope is that this ef- fort will help move forward this emerging industry. Myself and NAI are proud to announce the The number of vendors release of the 2018 native advertising tech- nology landscape. Several new categories has grown from 272 to have been added this year. The number of 402, reflecting the pre- vendors has grown from 272 to 402, reflect- ing the predicted growth trajectory for na- dicted growth trajectory tive advertising as a discipline. for native advertising as Like last year, the new landscape also re- a discipline. flects the global focus of NAI. It includes vendors that exclusively operate in Russia, 5 www.NativeAdvertisingInstitute.com CHAPTER 1 – INTRODUCTION – THE 2018 NATIVE ADVERTISING TECHNOLOGY LANDSCAPE Germany, Middle East, China, Swit- zerland, Turkey, UK, and many others. Many vendors are truly global in their reach. This research was produced to The 2018 Native Advertising Technology Landscape Click on the landscape to download in Hi-Res. Items worth noting: • NAI explicitly grants permission for anyone to republish this landscape and share it across blogs, social me- dia, presentations or wherever it’s appropriate. NAI does not grant per- mission to change the graphic from Download hi-resolution versions its original design unless it is ex- 2018 Native Advertising Technology Landscape Infographic (300 dpi JPEG) pressly agreed upon. 2018 Native Advertising Technology Landscape Infographic (PDF) • This is not a perfect rendition of the landscape. Content on each vendor’s website was used to determine if they had anything to do with native adver- tising. Some had just a small part of their technology dedicated to native. Oth- ers were all in on native. If there’s any errors in categorization or missing ven- dors, email NAI at [email protected] so it can be corrected for 2019. 6 www.NativeAdvertisingInstitute.com CHAPTER 1 – INTRODUCTION – THE 2018 NATIVE ADVERTISING TECHNOLOGY LANDSCAPE • No vendor is represented more than once in the landscape. Many technical- ly fall under more than one category. They’ve been placed based on their greatest perceived value proposition in the marketplace. • Many of these vendors are also represented in NAI’s native advertising tech- nology directory. It’s complete with descriptions, links, and in some cases, ad- ditional media. New vendors will be added throughout the year. If any vendor wishes to be featured more prominently in the directory contact NAI at hello@ nativeadvertisinginstitute.com • Acknowledging every source would be implausible since the research was conducted by visiting hundreds of websites. Instead, the key sources are ac- knowledged here: BuzzSumo email alerts, Forrester, ChiefMartec, Thalamus, Nudge and PubNative. 7 www.NativeAdvertisingInstitute.com CHAPTER 2 Guide to Native Advertising Terminology and Definitions In order for a vendor to make this list it had to meet two criteria: • Help facilitate, optimize or track native advertising • The native advertising must meet NAI’s definitions (see definitions below) Definitions Since native advertising terminology varies across geographies, marketing de- partments and publishers, it’s important to shed some light on some of the lan- guage associated with the industry. Most content marketers and some publish- ers aren’t necessarily experienced online media buyers or ad tech folks. • Native Advertising – paid advertising where the ad matches the form, feel and function of the content of the media in which it appears • Demand Side Platform (DSP) – a system that allows buyers of digital ad- vertising inventory to manage multiple ad exchange and data exchange ac- counts through one interface • Supply Side Platform (SSP) – a technology platform to enable web publish- ers to manage their advertising space inventory, fill it with ads, and receive revenue • Ad Exchange – a technology platform that facilitates the buying and selling of media advertising inventory from multiple ad networks • Ad Network – a company that connects advertisers to web sites that want to host advertisements 8 www.NativeAdvertisingInstitute.com CHAPTER 2 – GUIDE TO NATIVE ADVERTISING TERMINOLOGY AND DEFINITIONS • Programmatic Advertising – technology that helps automate the deci- sion-making process of media buying by targeting specific audiences and demographics using artificial intelligence, machine learning algorithms and real-time bidding • Content Discovery – technology that helps people discover content they may like but never knew existed • Influencer Advertising – a form of paid advertising in which individual influ- encers are conscripted to organically share media for an advertiser • Sponsored Content – content in an online publication which resembles its editorial content but is paid for by an advertiser • Managed Services Technology – a DSP with managed services • Software Development Kit (SDK) – a collection of software used for devel- oping applications (mostly mobile applications in native advertising) for a spe- cific device or operating
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