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

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

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 professionals 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 powerful 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.

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

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, advertisers, 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 effort 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 technology 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, reflecting 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,

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 media, presentations or wherever it’s appropriate. NAI does not grant permission 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 advertising. 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 vendors, email NAI at [email protected] so it can be corrected for 2019.

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 technology directory. It’s complete with descriptions, links, and in some cases, additional 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.

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 language associated with the industry. Most content marketers and some publishers 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 advertising inventory to manage multiple ad exchange and data exchange ac- counts through one interface

• Supply Side Platform (SSP) – a technology platform to enable web publishers 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

www.NativeAdvertisingInstitute.com CHAPTER 2 – GUIDE TO NATIVE ADVERTISING TERMINOLOGY AND DEFINITIONS

• Programmatic Advertising – technology that helps automate the decision-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 influencers 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 specific device or operating system

• Platform – a third-party network that allows advertisers to publish text, graphics, videos or animations on websites and/or applications

• Blockchain – a digitized, decentralized, public ledger of transactions where information exists as a shared -- and continually reconciled -- database

www.NativeAdvertisingInstitute.com CHAPTER 3 2018 Native Advertising Technology Statistics

As this is the second year of this research, we’re finally able to compare and contrast the changes in the landscape. Some interesting insights were discov- ered:

• There are 402 vendors represented on the landscape, up 48% from last year.

• Two categories were eliminated from the 11 last year and 15 new categories were added for a grand total of 26 native advertising categories.

• A little more than one percent of the vendors from last year were removed because they went out of business, changed their name or were acquired.

• Twelve influencer advertising vendors were added, representing the largest category growth of 50%.

• The mobile-only SSP/SDK/Networks category increased by 28%.

• The DSP category grew by 10 vendors, or 22%. 272 • The mobile DSP and social media na- - tive ad management categories only 402 increased by one vendor each, re- spectively.

It’s surprising that there weren’t more acquisitions and churn throughout the course of the year as more and more native ad tech companies are looking

www.NativeAdvertisingInstitute.com CHAPTER 3 – 2018 NATIVE ADVERTISING TECHNOLOGY STATISTICS

for their share of the year over year growth There are 402 vendors from native adoption. The overall growth of the native advertising technology ver- represented on the land- tical was a bit surprising, though. A whole scape, up 48% from last new technology was introduced to the landscape this year – blockchain. This and the year growth in the other categories helped drive the overall growth rate to nearly 50%.

Based on overall category growth, influencer advertising is moving the fastest. This isn’t surprising given its popular- ity among marketers today. It also appears that mobile DSPs and social media native ad management vendors may have hit near their peak saturation in the marketplace. It doesn’t look like there’s much room for new vendors. Per- haps we’ll start seeing consolidation and acquisitions in these two categories throughout the year.

That said, many of the new companies that were added did indeed exist when this landscape was put together last year. However, some of them didn’t come on our radar until later on in the year. This will likely happen this year, too. If any native ad tech companies are missing, please email NAI at hello@nativeadvertisinginstitute.com

www.NativeAdvertisingInstitute.com CHAPTER 4 Native Advertising Technology Category Methodology

Broadly speaking, the categories fall under one of four descriptive areas:

• Content type

• Channel

• Measurement/intelligence

• Enablement

Video-only would be an example of content type, social media would be an example of a channel, attribution and analytics would fall under measurement, and content management is under enablement.

www.NativeAdvertisingInstitute.com CHAPTER 4 – NATIVE ADVERTISING TECHNOLOGY CATEGORY METHODOLOGY

With the exception of the live streaming category, all publisher-only technology falls under either measurement/intelligence or enablement.

Compared to last year, the category changes that were made are much more helpful to navigate and understand.

The trickiest category to fill is still programmatic/networks/SSPs/exchanges/ platforms – both mobile-only and device agnostic. Between the two of them, they represent the largest group of native advertising technology and are the most challenging to organize. There’s so much crossover in their subcatego- ries that a vendor could potentially fall anywhere in the graphic below.

Some of these vendors could be placed in There’s so much cross- up to six of the sub-categories represented above. Some are both DSPs and SSPs, or over in their subcatego- programmatic platforms and exchanges. ries that a vendor could The easiest fix to overcome this categoriza- potentially fall anywhere tion problem was to separate DSP-only ven- in the graphic below. dors and place them in their own category. Everyone else that claimed programmatic, network, SSP, exchange or platform were all placed together. In the case of mobile-only, many vendors also considered themselves SDKs, too.

www.NativeAdvertisingInstitute.com CHAPTER 4 – NATIVE ADVERTISING TECHNOLOGY CATEGORY METHODOLOGY

Another subcategory that several vendors claim is content discovery. These are all programmatic SSPs and networks, thus, they’re placed in the greater category. If anyone has any suggestions on a better way to tackle this category, please email us at [email protected].

Also, categories specifically labeled as mobile are mobile-only. That does not mean that other solutions can’t be used for mobile native advertising, too. De- vice agnostic vendors with mobile capability are not labeled as mobile. The same holds true for video-only.

Many vendors do video and other content types. However, we felt it was important to separate the vendors that focus exclusively on video content.

In addition, only influencer advertising vendors were considered for this landscape – those vendors offering solutions to connect brands with influencers AND help facilitate a quid pro quo (typically monetary) transaction. That makes the vendor paid media which is required based on the above native advertising definition. Vendors that don’t provide the capability of transacting a quid pro quo operation were excluded.

Lastly, while the IAB does consider PPC native advertising, we chose not to include those vendors in the landscape. Based on the IAB’s categories, PPC would be considered the most mature native channel online, with nearly two decades of thought leadership behind it. We decided to steer clear and let the PPC experts tackle their technology landscape.

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Fifteen new categories were added this year to provide more clarity and usefulness. Two categories were eliminated and busted up into additional categories. It was also important to highlight the content format where appropriate, so potential users could better navigate the landscape based on their needs.

Categories that are bolded are new this year, and ones that are in italics are from last year. Fifteen new categories The first six categories are all new and fall under the broader “content type.” This was done were added this year to to make navigating the landscape simpler for provide more clarity and readers. usefulness. • Video Only – while many of the vendors in the landscape provide paid distribution of video content, only the ones that exclusively focus on this content type were included in this category.

• Audio – whether promoting a podcast or natively communicating via Pando- ra, this category and content type are self-explanatory. We’re expecting sig- nificant growth in this category as more and more technology is being devel- oped for brands to gain access to users of voice-activated virtual assistants.

• AR/VR – both artificial and virtual reality adoption is on the rise, albeit not as much as the hardware companies would like. With these new environments comes an opportunity for brands to natively engage users.

• GIFs – it seems as if GIFs are popping up everywhere these days – Face- book, Twitter, Tumblr, Instagram. It was just a matter of time before a company decided to let brands sponsor GIFS.

www.NativeAdvertisingInstitute.com CHAPTER 5 – 2018 NATIVE ADVERTISING TECHNOLOGY VENDOR GUIDE

• B2B – over the years I’ve been asked several times which vendors are specifically built for lead gen. Vendors in this category specialize in promoting ebooks, guides, case studies etc, and place them behind a landing page form.

• Live Streaming – this category actually connects publishers with live video streamers to publish their live content. As of now, it appears to be most popular in the gaming industry and connects to popular broadcasting platforms like Twitch.

• SSPs/Networks/etc. – generally, these are the vendors publishers use to serve up programmatic native advertising units on their sites. However, each subcategory under this category may also offer up unique value propositions outside the scope of the above description.

• Mobile SSPs/Networks/etc. – very similar to the above, but many of these vendors have the ability to serve up native ad units in apps, too. Also, many consider themselves SDKs.

• DSPs – these vendors have multiple SSPs that can connect to them. General- ly, they also have a value-added technology layer that helps to optimize media spend, impressions, clicks or engagement.

• Mobile DSPs – very similar to the above, but with access to mobile apps.

• Social Media – much of the media inventory on social media today is native in nature. Most social media platforms now offer native advertising and it’s generally in-feed.

• Social Media Ad Management – these vendors are essentially DSPs for social media. Many of them connect to multiple social media platforms, while a few just connect to Facebook. What makes them useful is their consolidated dashboards and their use of technology to optimize native units and spend.

www.NativeAdvertisingInstitute.com CHAPTER 5 – 2018 NATIVE ADVERTISING TECHNOLOGY VENDOR GUIDE

• Influencer Advertising – these vendors offer up a closed network of influencers to brands and connect them. They pay the influencer for some type of mention or content creation through the vendor’s technology. This category spans many of the social media networks and blogs.

• E-tail/Ecommerce – while native advertising is generally seen as a top of the funnel distribution channel, these vendors offer up in-feed units to consumers when they’re in the purchase or decision stage of their buyers’ journey.

• In-Game – these vendors fall across the gaming spectrum. They typically focus on just one gaming channel – consoles, mobile, or computer. Brands that want to get in front of gamers can leverage one of these vendors’ solutions.

• Messaging Apps – Many of the messaging apps that are highly popular outside of the United States have some type of native in-feed unit available to brands. As I write this, I saw my first in-feed unit in Facebook Messenger. It was already too late to add them to the landscape, though. We’ll see them next year.

• Email – the feedback on some of the vendors in this category has been very positive. Email has long been the highest performing, on average, of any online channel. It makes sense to expect this native channel to outperform many of the others.

• Dating Apps – perhaps I’m aging myself here, but I admit I have no experience with this genre of technology. However, that doesn’t mean it’s not a via- ble native advertising channel.

• Attribution & Analytics – this category included AI-driven analytics, mobile-only analytics, specialty analytics just for publishers and their sponsored content, attribution, content intelligence and cross-device identity resolution. Some of these vendors perform more than one of the items described above. 18

www.NativeAdvertisingInstitute.com CHAPTER 5 – 2018 NATIVE ADVERTISING TECHNOLOGY VENDOR GUIDE

• Spy Tools – ever want to see how your competitors are doing native advertising or want a glimpse of their performance? That’s what these vendors do. Most of them allow you to download targeting information, images, ad copy and even the entire landing page it links to.

• Content Discovery Optimization – these vendors either make content discovery units perform better for a brand (improved engagement) or a publisher (maximize click-through rates and/or impressions). Think A/B testing for content discovery.

• Blockchain – vendors for this category are either foundational technology that native advertising companies are built on top of or are the actual native advertising company. This is an exciting technology because it eliminates waste, fraud, abuse and IOs.

• Sponsored Content Marketplaces – think of these vendors as dating websites that pair together publishers with brands to produce and publish long- form sponsored content.

• Content Management – vendors in this category help publishers launch long-form content on their sites. Some of them have specialized analytics, testing functionality and multimedia capability.

• Anti-Ad Blocking – these are the tools publishers can use to fight back against ad blocking software. It helps improve revenue by opening up blocked inventory.

• CRM – this category helps publishers sell more native and non-native inventory. It’s built specifically with publisher’s needs in mind.

www.NativeAdvertisingInstitute.com PROGRAMMATIC/NETWORKS/ SSPS/EXCHANGES

Adblade (Adiant) – Content dis- AdNow – Content discovery plat- AdsKeeper – Content discovery covery platform. form. platform. Affiliate marketing centric.

AdsNative – Premium native ad Adtaxi – Content discovery plat- AdYouLike – Content discovery. serving suite for publishers. form.

Amobee – Robust platform en- AOL – Programmatic content dis- AppNexus – Robust platform en- abling native and non-native ad- covery and long-form sponsored abling native and non-native advertising. Includes mobile, social content. vertising. Includes software for and virtual reality. publishers and advertisers.

www.NativeAdvertisingInstitute.com Ayboll – Content discovery plat- Bid Switch – Software that pro- Bing – Large connectivity to both form. grammatically connects sup- native and non-native program- ply-side and demand side ad in- matic inventory. ventory. Native and non-native.

Buzzoola – Content discovery Calcus –Content discovery plat- Carambola – In-feed native ad- platform, Russian social media form. vertising units. Includes quizzes, connectivity. tips and other engaging forms of interactive content.

Chameleon.ad – Programmatic Choozle – Real-time programmat- Connatix – Content discovery platform for delivering native ad- ic advertising platform. platform. vertising units across networks.

Content Garden – Content dis- Content.ad – Programmatic con- ContentNet – Content discovery covery platform. tent discovery and long-form platform. sponsored content.

www.NativeAdvertisingInstitute.com Dianomi – Content discovery Disney Digital Network – Net- Disqus – Content discovery plat- platform for finance content only. work with social, long & short- form. form native and non-native inventory. Millennial and Gen Z audience. Content studio.

DistroScale – Video and digital DoubleClick (Google) – Large DrumUp – Content discovery content discovery platform. connectivity to both native and platform. non-native programmatic inventory.

Earnify – Content discovery plat- EngageYa – Content discovery Flipboard – In-feed content dis- form. platform. covery via Flipboard platform.

Floor6 – A scalable media plat- Fork Media – Programmatic plat- Geode – Programmatic platform form with both native and non-na- form for delivering native advertis- for delivering native advertising tive units. ing units across networks. White units across networks. glove service.

www.NativeAdvertisingInstitute.com Gravity – Content discovery plat- GumGum – Content discovery Hearst Digital Media – Large form. platform. connectivity to both native and non-native programmatic premium inventory. Long-form sponsored content.

Hexagram – Content discovery Infolinks – Native advertising net- Jun Group – Content discovery platform. work. platform. Mostly video.

Kakao Corp. – Features mobile Kochava – RTB platform that Ligatus – Content discovery plat- native units called Kakao Story programmatically connects sup- form. Ad. ply-side and demand side ad inventory. Robust analytics. Block- chain technology.

Lockerdome – Multiple native ad Logly – Content discovery plat- MediaVenus – Content discov- units. form. ery network in over 250 countries with an average CPC of $0.07.

www.NativeAdvertisingInstitute.com Meredith Digital – Private mar- MGID – Content discovery plat- my6sense – Programmatic white ketplace. Programmatic invento- form. label native advertising platform. ry, content discovery, long-form sponsored content.

Native20 – Conversion tracking Native.Ad – Content discovery Native Way – Content discovery and 100% share of voice native platform. platform. units.

Nativo – Content discovery plat- OpenX – Connectivity to both na- Outbrain – Content discovery form. tive and non-native programmatic platform. inventory.

PayClick – Content discovery Plista – Content discovery plat- PopIn – Content discovery plat- platform. form. form.

www.NativeAdvertisingInstitute.com PubExchange – Content discov- PubMatic – Large connectivi- Quantum – Content discovery ery platform. ty to both native and non-native platform. programmatic inventory. Tools for publishers, too.

Reklam – Content discovery plat- Revcontent – Content discovery Revenue – Content discovery form. platform. platform.

RhythmOne – Large connectivity Semilo – Content discovery plat- Seeding Alliance – Content dis- to both native and non-native pro- form. covery, video and long-form. grammatic inventory. Influencer marketing platform, too.

Shareaholic – IContent discovery ShareThrough – Content discov- SmartyAds – RTB platform that platform, social sharing and native ery platform. programmatically connects sup- affiliate links. ply-side and demand side ad inventory. Native and non-native.

www.NativeAdvertisingInstitute.com Sovrn – Large connectivity to Smart Ad Server – Ad server, Spoutable – Content discovery both native and non-native pro- programmatic - mobile, video and platform. grammatic inventory. other formats.

Strossle – Content discovery and Taboola – Content discovery plat- TripleLift – Content discovery exchange platform. form. platform.

Upsight – Connectivity to both Xapads – RTB platform that pro- Yahoo Gemini – Content discov- native and non-native program- grammatically connects sup- ery platform. matic inventory. ply-side and demand side ad inventory. Native and non-native.

Yandex – Content discovery de- Zedo – Global ad server. ZergNet – Content discovery livered by browser. Mobile native platform. advertising.

www.NativeAdvertisingInstitute.com MOBILE PROGRAMMATIC/NET- WORKS/SSPS/EXCHANGES/ SDKS

AdColony – Mobile only. AdMob (Google) – Mobile only. Adtile – Motion mobile units.

Affle – Mobile only. Analytics driv- Airpush – Mobile only. Ampiri – Mobile only. en global platform for native and non-native inventory.

Appnext – Mobile only. Appodeal – Mobile only. APUS – Android user system and lightweight operation system.

www.NativeAdvertisingInstitute.com Avocarrot – Native in-app for- Axonix – Mobile exchange and Cheetah – Mobile only. mats. Mobile only. SDK. audience-buying platform.

Clickky – Mobile only. Epom – Mobile only. Infolinks – Native advertising network.

Floor6 – A scalable media plat- Flurry – Mobile only. Freakout – Mobile only. form with both native and non-native units.

Fyber – Mobile only. Heyzap – Mobile only. Imonomy – An in-image native advertising network.

www.NativeAdvertisingInstitute.com Inneractive – Mobile only. ironSource – Integrate a light- Kargo – Mobile content discovery weight SDK, engage your users platform. with high quality ads and generate revenue with the eCPM.

Mads – Mobile only. Medialets – Mobile only MobFox – Mobile only

MoPub – Mobile only. Mobvious – Mobile only. Namo Media – Mobile only.

PubNative – Mobile only. Psafe – Largest Android user Smaato – Mobile only sup- base in Latin America. ply-side RTB. Features native and non-native units.

www.NativeAdvertisingInstitute.com Tapjoy – Mobile only. TapSense – Mobile only. Tyroo – A mobile only software development kit allowing app developers to do native product ads.

YieldMo – Mobile only.

www.NativeAdvertisingInstitute.com DSPS / MANAGED SERVICES TECHNOLOGY

Acquisio – Programmatic plat- Adaptly – Managed services plat- Adform – Programmatic platform form for delivering native and form, cross-device, native social for delivering native advertising non-native advertising units and non-social. units across networks. across networks and Facebook.

Adzooma – Programmatic plat- Affiperf – Programmatic platform AppNexus– Multi-channel pro- form for delivering native adver- for delivering native advertising grammatic platform offering native tising units across networks and units across networks. and non-native media. social media.

Bidtellect – Programmatic plat- Brand Networks – Programmatic BrightRoll (Yahoo) – Program- form for delivering native advertis- platform for delivering native ad- matic platform for delivering na- ing units across networks. vertising units across social me- tive and non-native advertising dia. units across networks.

www.NativeAdvertisingInstitute.com Bucksense – Programmatic plat- Centro – Programmatic DSP and Chargeads– Large connectivity form for delivering native adver- exchange with optimization and to both native and non-native pro- tising units across networks. Con- analytics capabilities. grammatic inventory. version path centric.

CyberAgent – Programmatic plat- Digilant– Programmatic platform G4 Native – Personalized native form for delivering native adver- for delivering native advertising retargeting solution. tising units across networks and units across networks. platforms.

GetIntent – RTB software plat- inPowered – Programmatic plat- Keywee – Programmatic platform form for native and non-native form for delivering native adver- for delivering native advertising units. tising units across networks and units across networks and social social media. media.

MaxxRTB – Programmatic plat- MediaMath – Programmat- OneSpot – Content marketing form for delivering native advertis- ic platform for delivering native software, personalization, email, ing units across networks. and non-native advertising units content distribution native and across networks. non-native.

www.NativeAdvertisingInstitute.com Platform161 – Programmatic Platform.io – RTB platform for Powerlinks – Content discovery adaptable platform for delivering both native and non-native adver- platform. native and non-native advertising tising across networks. units across networks.

Powerspace – Programmatic plat- Presto Media – Managed ser- Prezna – Programmatic platform form for delivering native adver- vices platform for outsourced for delivering native advertising tising across networks, publishers content creation and distribution units across networks at scale. and email. across networks. Publishers only.

Pulsepoint – Programmatic plat- Reactor Media – Programmatic Real Content Network – Pro- form for delivering native advertis- platform for delivering native ad- grammatic platform for delivering ing units across networks. vertising units across networks, native advertising units across social media and publishers. networks. Includes video.

Recommended Revenue – Pro- Rubicon – Programmatic platform Redirect.com – RTB system for grammatic platform for delivering for delivering native and non-na- buying and selling native invento- native advertising units across tive advertising units across net- ry. Includes email, too. networks. works.

www.NativeAdvertisingInstitute.com SAP XM – Programmatic platform SimpleReach– Programmatic Simpli.fi – Programmatic local na- for delivering native advertising platform for delivering native ad- tive advertising and non-native units across networks. vertising units across networks advertising. and social media.

Storygize – Programmatic plat- StackAdapt – Programmatic plat- Tapstone – Direct response na- form for delivering native advertis- form for delivering native advertis- tive advertising. ing units across networks. White ing units across networks. glove service.

theTradeDesk – Programmat- Tapad – Programmatic platform Traction – Native content distri- ic platform for delivering native for delivering native and non-na- bution technology and freelancer and non-native advertising units tive advertising units across net- network. across networks. works.

Vibrant Media – Programmatic Visible Measures – Programmat- Voluum – Performance tracking platform for delivering native ad- ic platform for delivering native for native advertising. Integrat- vertising units across publishers advertising units across networks ed DSP, real-time analytics and and networks. and social media. cross-device compatable.

www.NativeAdvertisingInstitute.com Zemanta – Programmatic platform for delivering native advertising units across networks and social media.

www.NativeAdvertisingInstitute.com MOBILE DSPS

AdGoji – Offers all mobile ad for- Adzouk – StackAdapt parter in AppLift – Multi-channel mobile mats – display, rich media, native the MENA region. app marketing. and video.

AppLovin – Described as mobile Appreciate – In-app mobile cam- Avazu – Self-serve mobile adver- marketing automation. paigns. tising platform.

Bidsopt – Programmatic buying Byyd – An integrated mobile ad- Fiksu – A mobile demand side platform for mobile. vertising platform. platform with segmentation.

www.NativeAdvertisingInstitute.com Go2Mobi – Mobile only. Hyper Ad Exchange – Mobile Leadbolt – Mobile only. only.

Liftoff – Mobile only. Limei – China’s largest Mobile Madvertise – Mobile only. only native advertising platform.

Mediasmart – Mobile only. Millennial Media (1 by AOL) Mobusi – Mobile only. – Mobile only.

Mobvista – Mobile onl.y myDSP – Mobile only. Nuviad – Mobile only.

www.NativeAdvertisingInstitute.com Pocketmath – Mobile only. RevX – Programmatic platform for Splicky – Mobile only. delivering native advertising units across networks. Mobile only.

StrikeAd – Mobile only. Tamome – Mobile only. Trademob – Mobile only.

VoluumDSP – Mobile-first, cross- xAd – Mobile only. Yeahmobi – Mobile only. screen advertising platform for brand and performance advertisers. Anti-fraud detection.

YuMe – Mobile only. Zumobi – Mobile only.

www.NativeAdvertisingInstitute.com VIDEO ONLY

Aerserv – Offers all mobile ad for- Bites – A video marketplace for CrossChannel – Programmatic mats – display, rich media, native connecting content, brands and platform for delivering native ad- and video. publishers. vertising units across networks. Video and mobile centric.

DashBid – Mobile video content GetIntent – AI-driven bidding en- Giant Media – Content discovery discovery platform. gine for video only. platform for video.

HyprMX – Mobile only. Video. InMobi – Mobile video content LoopMe – Mobile and video only. discovery platform.

www.NativeAdvertisingInstitute.com Seenthis – Video only content Teads – Video content discovery Tremor Video – Video only pro- discovery. platform. grammatic platform.

TubeMogul – TubeMogul is a Unruly – Video content discovery Virool – Video content discovery software platform that enables platform. platform. brands and agencies to plan, buy, measure and optimize video advertising.

Visible Measures – Video content discovery platform.

www.NativeAdvertisingInstitute.com EMAIL

Gold Lasso – Native Email Units. LiveIntent – Content discovery Passendo – Native and non-na- via email. tive email units.

PowerInbox – Native email units.

www.NativeAdvertisingInstitute.com DATING APPS/GIFS

Grindr – In-feed sponsored con- Match Media Group – In-feed Gfycat – Sponsored GIFs. tent and video units targeted to sponsored content units on Tin- gay men. der, Match, OkCupid, Meetic, Peo- pleMedia, and PlentyOfFish.

www.NativeAdvertisingInstitute.com CRM/LIVE STREAMING/B2B

MediaRadar –Sales enablement, StreamSpread – Connects live Netline – Content discovery plat- CRM, reporting, intelligence. video streamers with publishers form for ebooks (long-form). Lead to publish live content. generation. Ebooks, white papers, guides, etc. B2B.

www.NativeAdvertisingInstitute.com AUGMENTED/VIRTUAL REALITY

Advrty –Virtual reality native ad- Blippar – Mobile augmented real- MediaSpike – Native ads for vir- vertisingce. ity. tual reality.

Shazam – AR native advertising. Vertebrae – Virtual and augmented reality native advertising network.

www.NativeAdvertisingInstitute.com SOCIAL MEDIA

AskFM – A global social net- BakeSpace – A social network BigOven – Native advertising that working site where users create around recipes. reaches the household decision profiles and can send each other maker throughout the cooking cy- questions. cle.

Digg – In-feed sponsored content Facebook – In-feed sponsored Foursquare – Geo-location mo- units. content units. bile native.

Imgur – World’s largest im- Instagram – In-feed sponsored LinkedIn – In-feed sponsored age-sharing community. content units. content units.

www.NativeAdvertisingInstitute.com Medium – Long-form native ad- Pinterest – In-feed sponsored Quora – IBrand-sponsored ques- vertising units. content units. tions -- still in beta.

Reddit – In-feed sponsored con- SlideShare – In-feed sponsored Snapchat – In-feed sponsored tent units. content units. content units.

StumbleUpon – In-feed spon- Tumblr – Content Studio: Cre- Twitter – In-feed sponsored con- sored content units. ators. tent units.

Xing – Similar to LinkedIn. Popu- Youtube – TrueView Video. Zest – This solution features lar in much of Europe. “boosted” recommended articles mixed in with organic community recommendations. Solution is for engaging with marketers only.

www.NativeAdvertisingInstitute.com SOCIAL MEDIA NATIVE AD MANAGEMENT

4C – Social media advertising AdEspresso – Facebook and Ins- AdGlow – Social media advertis- platform. tagram advertising platform. ing platform.

Adlucent – Facebook and Insta- AdParlor – Social media advertis- adQuadrant – Facebook and Ins- gram advertising platform. Search ing platform. tagram only. advertising.

AdStage – Social media and Ahalogy – Platform for delivering Ampush – Social media advertis- search advertising platform. native advertising on Pinterest, ing platform. Facebook and Instagram. Avail- able for select publishers, too.

www.NativeAdvertisingInstitute.com Automate Ads – Social media Balihoo – Facebook and search Bounce Exchange – Social media and search advertising platform. advertising platform. and search advertising platform.

Catvertiser – Facebook advertis- Evocalize – Social media adver- Facelift – Social media advertising platform. tising platform. ing platform.

Funnely – Facebook advertising Kenshoo – Social media and Marin Software – Social media platform. search advertising platform. and search advertising platform.

MyLikes – Social media advertis- Nanigans – Social media adver- Pagemondo – Facebook adver- ing platform. tising platform. tising platform.

www.NativeAdvertisingInstitute.com Perion – Social media distribu- Polygraph – Social media adver- Quantifi – Social media advertis- tion. Ad unit (native/non-native) tising platform. ing platform with optimization. contextualization tool for publishers.

Qwaya – Facebook advertising Refinedads – Facebook and ReFuel4 – Facebook and Insta- platform. search advertising platform. gram advertising platform.

Seevibes – Social media advertis- Sidecar – Facebook and search Smartly – Facebook and Insta- ing platform. advertising platform. gram only.

Sprinklr – Enterprise social media Social Ads Tool – Facebook ad- Social Code – Enterprise social platform. Includes native advertis- vertising platform and managed media advertising platform. ing. service.

www.NativeAdvertisingInstitute.com SocialFlow – Organic and paid StitcherAds – Social media ad- Upcast – Facebook advertising social media distribution. vertising platform. platform.

Wordstream – Facebook native advertising and paid search platform.

www.NativeAdvertisingInstitute.com MESSAGING APPS

Kik – Messaging app geared to- Pinger – Free text messaging app Tencent (WeChat) – In-feed ward millennials offering promot- with in-feed units. sponsored content units. ed chats.

Tango – A chat app and social Viber – A chat app and social network with native advertising network with native advertising options. options.

www.NativeAdvertisingInstitute.com NATIVE ADVERTISING SPY TOOLS

Adbeat – Uncover the native ad- Advault – Uncover the native ad- AdPlexity – Uncover the native vertising strategy of any advertis- vertising strategy of any advertis- advertising strategy of any adver- er. er. tiser.

Ad Spider – Uncover the native Anstrex – Uncover the native ad- Brandtale – Search engine for advertising strategy of any adver- vertising strategy of any advertis- native advertising. Tracks compet- tiser. er. itors.

BuddyAd – Uncover the native NAtiveAdBuzz – Uncover the na- PayPer Trail – Native advertising advertising strategy of any adver- tive advertising strategy of any spy tool. Discover how competi- tiser. advertiser. tors are advertising.

www.NativeAdvertisingInstitute.com SpyOver – Native advertising spy WhatRunsWhere – Uncover the tool. Discover how competitors native advertising strategy of any are advertising. advertiser.

www.NativeAdvertisingInstitute.com ATTRIBUTION AND ANALYTICS

Adjust – Mobile only. Native ad- AppsFlyer – Mobile only. Native DemandJump – Prescriptive and vertising attribution, analytics, advertising attribution, analytics, predictive artificial intelligence tracking. tracking. powered analytics and attribution platform.

LiveRamp – Identity resolution Nudge – Provides software to Parse.ly – Advance analytics for across devices and platforms. manage, measure & optimize publishers. sponsored content.

Post Intelligence – Post Intelli- Simple Reach – A platform that gence mines content from media helps brands and publishers col- companies and brands to identify lect & analyze the data they need the best stories that will maximize to improve the impact of their engagement on social media plat- content marketing and branded forms. content initiatives.

www.NativeAdvertisingInstitute.com INFLUENCER ADVERTISING

adMingle – Connects brands with Adproval – Connects brands with Bidio – Connects brands with in- influencers. social media, blog and video influ- fluencers, journalists, vloggers, encers. musicians.

Blogsvertise – Connects brands BrandBrief – Connects brands Brandplug – Connects brands with bloggers for sponsored blog with influencers. Fashion, beau- with influencers. Pay per impres- conversations. ty, food, wellness, tourism, gyms. sion pricing. Mobile interface.

Buzzoole – Connects brands with Content BLVD – Contects con- The Flux List – Connects brands influencers. Pay outs in discounts, sumer product brands with You- with influencers. offers, credits and Amazon gift Tube influencers. cards.

www.NativeAdvertisingInstitute.com Fullscreen – Connects brands InfluencerBay – Self-service plat- Influicity – Provides tools and with influencers. White glove ser- form where influencers reach services that marketers need to vice. brands to promote products to build, manage, and scale their in- thousands of followers. fluencer programs.

Izea – Platform for marketers to Lefty – Connects brands with Ins- Linqia – Has over 100K “pow- discover influencers, pay them tagram influencers. er-middle” social media and blog- and manage workflow of content. ging influencers. USA. Global.

Liquid Social – Connects brands Megan Media – Platform for cus- Markerly – Platform for brands to with influencers. tom content delivery, influencer build their own influencer network activation and digital media cam- via campaign management and paigns. White glove service. Glob- CRM. White glove service. Global. al.

Nevaly – Connects brands with Peadler – Connects local busi- Style Coalition – Connects influencers. Gaming and mobile nesses with influencers. Pay using brands with lifestyle influencers. only. rewards - products or services. Includes analytics and content tracking. White glove service. Global.

www.NativeAdvertisingInstitute.com StyleHaul – Connects brands Sway Group – Connects brands Unity – Connects brands with with lifestyle influencers. Global. and agencies with the largest net- micro-influencers. Artificial intelli- work of female bloggers on the gence powered. web. Full service influencer management.

www.NativeAdvertisingInstitute.com CONTENT MANAGEMENT (FOR PUBLISHERS)

Chorus – Vox Media’s sponsored Fabl – Design-driven cloud pub- Polar – Software platform for pub- content management system for lishing platform that maximizes lishers to help grow sponsored its many web properties. and tracks engagement. content revenue.

www.NativeAdvertisingInstitute.com SPONSORED CONTENT MARKETPLACES

Cision – Database with over 100k Cooperatize – Marketplace to Get Reviewed – Connects brands sponsored content sites, influenc- buy sponsored content from thou- with publishers to publish spon- er database, DSP for native con- sands of verified publishers. sored content. tent discovery.

MobSoc Media – Sponsored sto- NewsLauncher – Connects Platform 360 – Premium publish- ries on up to 56 web properties brands with publishers to create er network of over 1000 websites. spanning 512 million global users. and publish sponsored content. Long-form editorial placements, analytics and multi-device track. ing

Playbuzz – Connects brands with Pressboard – Connects brands PRNEWS.io – Global sponsored content creators and publish- with publishers to publish spon- content marketplace with fixed ers for sponsored content. White sored content. pricing. glove service. Interactive content.

www.NativeAdvertisingInstitute.com /syndicate – Connects brands with bloggers for sponsored content.

www.NativeAdvertisingInstitute.com ANTI AD BLOCKING (FOR PUB- LISHERS)

AdBack – Anti ad blocking soft- AdRecover – Monetizes ad Instart Logic – Anti ad blocking ware for publishers. blocked inventory. software for publishers. Security for native advertising.

Page Fair – Anti ad blocking software for publishers. Helps measure ad blocking and recoup revenue.

www.NativeAdvertisingInstitute.com CONTENT DISCOVERY OPTIMI- ZATION

Brax – Content discover optimiza- ThoughtLeadr – Optimization Tiller – Optimization platform for tion and A/B testing for brands. platform for content discovery. For content discovery. Managed ser- publishers. vice. For publishers.

www.NativeAdvertisingInstitute.com AUDIO

Adswizz – OProgrammatic au- Apple Music – Native audio ad- DAX – Programmatic audio native dio native and non-native ad ex- vertising opportunities. and non-native ad exchange. change.

Gimlet Media – Offers branded Google Play Music – Program- Hype Machine – Native and podcasts and story-rich shows. matic native audio across mobile, non-native audio advertising op- desktop and other connected de- protunities. vices.

iHeartMedia – Native audio op- Pandora – Offers both genre sta- SoundCloud – Offers both native portunities on digital, radio and tion and listening sponsorships to and non-native audio advertising. streaming service. brands.

www.NativeAdvertisingInstitute.com Spotify – Programmatic native au- Triton Digital – Programmatic au- Xaxis – Programmatic audio na- dio across mobile, desktop and dio native and non-native ad ex- tive and non-native ad exchange. other connected devices. change.

www.NativeAdvertisingInstitute.com E-TAIL

Amazon Advertising – Native Bringhub – Content discovery for Criteo (acquired Hooklogic) – shopping ad units, mobile. ecommerce. Programmatic platform for delivering native product ad units across leading e-tailers. Social media advertising, too.

Ebay – In-feed sponsored prod- Etsy – Promoted Listings display E-Contenta – Programmatic plat- uct advertising network. a seller’s items prominently on Et- form for delivering native adver- sy’s websites and mobile apps. tising units across networks. Spe- cializing in luxury retail.

Mabaya – Content discovery for Magnetic – For Ecommerce & Re- MaxxRTB – Programmatic plat- ecommerce. tail. form for delivering native advertising units across networks.

www.NativeAdvertisingInstitute.com Narrativ – Allows ecommerce OZON – The Russian Amazon. StackCommerce – Content dis- brands to bid on publishers or- covery for ecommerce. ganic product mentions. Links to product pages natively.

www.NativeAdvertisingInstitute.com BLOCKCHAIN FOR NATIVE

adChain – An open protocol on AdEx – A decentralized ad ex- AdHive – The first block- Ethereum’s public blockchain. Its change that utilizes Ethereum to chain-powered, AI-controlled in- stated goal is to allow for build- address problems like fraud, pri- fluencer marketing platform spe- ing of decentralized applications, vacy, and consent in the digital cializing in video. specifically for use in the digital advertising space. advertising ecosystem.

Adshares – A decentralized net- Basic Attention Token (BAT) – A Bitteaser – A blockchain-pow- work, peer-to-peer market for pro- blockchain token specifically built ered advertising network similar grammatic advertising. Adshares to power exchanges between to Google AdSense. gives advertisers and publishers publishers, advertisers and users. ability to trade directly without the need for centralized ad exchanges.

Brave – A blockchain-driven web DubTokens – Blockchain protocol EnvisionX – Programmatic block- browser that allows users to pay for interactive video and experi- chain technology. publishers for viewing content. ence. Subscription model, alleviates lost income from ad blockers.

www.NativeAdvertisingInstitute.com Faktor – A blockchain-based Hubii Network – Block- MadHive – A blockchain enabled identity management platform that chain-based decentralized con- data management platform for ad- can be utilized by publishers, ad- tent marketplace. vertising. AI and machine learn- vertisers, and individual users. ing.

Native Video Box – Blockchain NEM – Blockchain asset manager NYIAX – The world’s only ex- protocol for native advertising vid- for exchanges and native transac- change to trade advertising con- eo. tions. tracts between publishers and advertisers. Partners with Nasdaq.

Papyrus – Improves the program- PM7 – Affiliate marketing platform Qchain – Blockchain-powered matic advertising stack to provide that utilizes blockchain. branded content, influencer mar- transparent and mutually benefi- keting, and sponsorship purchas- cial environment for users, pub- ing platform. lishers, advertisers and decentralized application developers using blockchain architecture.

Rebel AI – Blockchain and AI-driv- SpankChain – Only adult enter- en native and non-native ad secu- tainment ecosystem built on the rity for brands and publishers. blockchain with native advertising capability.

www.NativeAdvertisingInstitute.com IN-GAME

Ad2Games – Specializes in ad- Chartboost – Mobile - in-game. Etermax – Can access via Face- vertising for PC and console book and Google ad network. games. Includes both native and non-native units. White-glove service layer.

Gameloft – Mobile in-game na- Nativex – Native ad technology Unity Ads – Mobile - in-game. tive advertising. for mobile games and apps.

www.NativeAdvertisingInstitute.com The Native Advertising Technology Directory

See the Native Advertising Technology Directory on the NAI blog – an online directory with more details about each vendor.

Are you not on the list yet? Or do you want to upgrade your account to appear at the top of the list and include more information?

www.NativeAdvertisingInstitute.com CHAPTER 6 Conclusion – Looking Ahead to 2019

Your feedback on this annual tradition is deeply appreciated. It’s this feedback we use to make the outcome of our research the most impactful for you. If we missed your native ad tech company this year, please let us know so we can include you in next year’s native advertising technology landscape. Everyone is highly encouraged to send any feedback to NAI directly at hello@nativeadvertisinginstitute.com.

Just like last year, not a single vendor represented in the above landscape paid NAI or myself to influence this project whatsoever. It was an organic effort and shall remain one. With nearly a 50% YoY increase in native advertising technology vendors, what do you think next year will bring?

Could the growth of this vertical stagnate due to acquisitions and consolidation? The media spend on native will certainly continue to grow. It’s estimated to break $28 billion dollars in 2018 in the US alone – and that’s just programmatic.

At the current rate of growth, we would see At the current rate of a total of 685 native ad tech vendors next growth, we would see year. Maybe the rate will slow down or even increase. We won’t know the answers to a total of 685 native ad any of these questions until 2019. tech vendors next year. Don’t forget that most of these vendors are featured in NAI’s native advertising technology directory – complete with links, contact

www.NativeAdvertisingInstitute.com information, descriptions, and in some cases, additional media. Let NAI know if you need to be featured or if you would like to upgrade your account to premium and appear at the top of your list and include more information to your pro- file. Contact NAI at [email protected].

Lastly, on the last page of this ebook you’ll find information on this year’s Native Advertising Days conference in Berlin, November 6-8. It’s a truly global experience with native advertising professionals from around the world.

Hope to see you in Berlin!

www.NativeAdvertisingInstitute.com BONUS CHAPTER Best Practices for Programmatic Native Advertising

Native advertising has been around for over 100 years. It’s existed on most of the different media types in one form or another through generations of marketers and advertisers. From newspapers and magazines, to radio and televi- sion; some of the world’s most iconic brands have invested in native advertising.

That said, it’s mostly been considered a niche endeavor in the budgets of most marketers and advertisers through last century. However, in the 90’s companies like Google, Yahoo and a few others introduced us to a new form of native advertising (according to the Interactive Advertising Bureau’s six categories of native advertising) – paid search ads, also known as pay per click (PPC), on the Internet.

PPC joined display advertising as one of two of the major forms of paid media on the Internet during the 90’s and last decade. These channels did a pretty good job at delivering mid- to bottom-funnel content to the audiences brands wanted to speak to.

It was mid last decade that brands started to discover content marketing. This can loosely be defined as the creation and distribution of top-funnel content to build an audience. This time frame can also be described as the infancy of present-day programmatic native advertising. Where PPC and display advertising were good at distributing salesy mid- to bottom-funnel content, programmatic native advertising proved good at distributing helpful or entertaining (non-salesy) top-funnel content. So good, in fact, that projected growth in programmatic native advertising spend by media buyers, marketers and advertisers is expected to grow rapidly in conjunction with increased publishing by content marketers.

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

In addition, programmatic native advertising tends to cost much less than the previously mentioned lower funnel paid distribution channels. Rightfully so, as no marketer wants to spend the same or more per click or action at the top of the funnel than what they pay at the bottom of the funnel.

It’s this present-day dynamic that’s moving programmatic native advertising from a niche endeavor in many budgets to a major channel for content distribution online. Much of this growth is happening on Facebook and other social media channels.

Types of programmatic native advertising While many of the social media networks do indeed offer programmatic advertising solutions, the industry generally separates social media from programmatic networks like Taboola, Outbrain, Adblade, Revcontent, Gemini etc. For the purposes of this article, we’ll separate them, too. Generally speaking, there are three types of native programmatic solutions:

• Native social media – Not all social media advertisements are considered native. Ads located “in-feed” are considered native. The ad units must exist in the organic newsfeeds of the networks and are generally labeled as sponsored.

• Programmatic native networks – This form of distribution is found on publishers’ websites and delivers/recommends advertisers’ top funnel content. They also are generally labeled as sponsored and are placed in the organic article feed, below an article, right or left side rail (with other organic content), or in the app of a publisher.

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

• Managed services technology – While working directly with networks has its advantages, using a dozen or more of them can be difficult to manage. Over the last few years. several start-ups have launched to help solve this problem. These solutions provide one user interface to empower advertisers to tap into up to 30 networks and social media platforms at a time. They also provide normalized analytics to accurately compare and contrast performance across networks. Many of them also offer some level of service and management.

Programmatic native advertising definition Programmatic native advertising offers media buyers, advertisers and content marketers the newest form of online paid media to promote and distribute content. This form of digital advertising, when done right, mimics the overall look, feel, and format of whatever publication, blog or social media network it appears on. It seamlessly blends in with its surroundings.

By doing so, this form of native advertising enhances a user’s experience instead of disrupting it. What separates programmatic buying from non-programmatic buying is the use of some combination of sophisticated automation, algorithms, machine learning, artificial intelligence, and/or natural language processing in order to maximize performance and minimize spend.

This represents a vast improvement over the trial and error methods deployed for older online paid media solutions. It’s empowered marketers, advertisers, media buyers, and, yes, even publishers, to find a new level of scalability in driving key performance indicators (KPIs).

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

Best practices for programmatic native advertising While every network, social platform and managed services technology each has it’s own best practices and tactical do’s and don’ts, they still share the same principles for success. Below is an outline for best practices when using the three forms of programmatic native advertising discussed above.

1. Identify your goals Generally, B2B and B2C marketers tend to have different goals. Many B2C brands are focused on awareness KPIs. This can be a proprietary measure of their share of voice (SOV) or something more concrete such as traffic or time on site.

For B2B marketers, awareness is important but they are generally looking for engagement and conversions as well. Identifying, measuring and tracking these KPIs are commonly considered an imperative for them.

According to TripleLift, native ads drive three times higher brand awareness and purchase intent, deliver 250% higher ad engagement, and lead to conversions that drive a 475% return on ad spend. The goal or goals that are chosen will help craft creative, execution, targeting and measurement.

2. Story sequencing As stated above, native advertising is really good at delivering top-funnel content at scale. However, through story sequencing it’s possible to use programmatic native advertising the same way marketers use lead nurturing. In its simplest form, story sequencing ensures that only people who engage

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

with top-funnel content are later delivered mid-funnel content via programmatic native or retargeting. It also makes sure that only people who engage with mid-funnel content are later delivered bottom funnel content via native or retargeting.

Story sequencing aligns content and its distribution with the buyer’s journey. This can be prudent to both B2B and some B2C brands. It’s mostly dependent on the goals of the campaign. Below are the six steps in story sequencing:

• Identify content assets to distribute

• Organize content by persona (target audience(s))

• For each persona, organize content by buyer’s journey stage

• Note missing content and develop

• Map the content workflow

• Execute programmatic native advertising with prudent targeting and story sequencing parameters.

3. Target wisely Each social media platform, network and managed services technology has some or all of the targeting capabilities mentioned below. Methods of targeting will be dependent on the type of company doing the campaign, goals, KPIs and budgets.

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

Methods of targeting • Context: Domain and Page Level – This method of targeting is pretty straight forward. In most cases it makes sense to have the context (topic) of the content being distributed match the context (topic) of the organic content sur- rounding it (whether at the macro domain level or at the micro page level).

• Audience: User Level (UPD), Demographic, History, Interests, Retargeting, Lookalikes – One of the most commonly deployed methods of targeting across most forms of digital advertising includes this category. As a result, it’s not necessary to go into detail on each in the category. That said, lookalikes are the newest and least known method of targeting. It’s very popular with social media advertising. Generally, advertisers will take an existing email list of customers and upload it to the network. The network will then look for those individuals and take note of similar attributes across the list. Afterwards, it will target “lookalikes” with similar attributes to the list that was uploaded. It’s also possible to target the list itself.

• Day-Parting: Time of Day, Day of Week – This is pretty self-explanatory. De- pending on the industry and type of company there can be massive value in targeting via time.

• Geo-Location: Country, State, DMA – Again, self-explanatory. Businesses with geo-location limitations or geo-divided sales territories may find this method of targeting highly beneficial.

• Device Type: Desktop, Tablet, Phone – Content format and consumer be- havior generally drives this type of targeting. Also, it may be prudent to make unique content for each device type targeted. Although, many programmatic native ad solutions and the publishers they’re partnered with have respon- sive capabilities to handle these different devices.

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

• Weather-Triggered – Depending on the content, products and services of- fered by a business this can be a lucrative way to target. Companies that sell products or services around snow, rain, sunny summer days, etc can get their content in front of an audience experiencing these weather conditions in real-time.

It’s important to remember that the more targeting parameters used. the small- er the audience generally. That’s not necessarily a bad thing, but is worth noting because no matter how perfectly targeted the audience is it needs to be a certain size to hit KPIs and goals.

There are other new native experiences and targeting parameters on the hori- zon. With the emergence of virtual reality, augmented reality, the Internet of Things, and wearable technology, it’s likely that advertisers will be able to deliver content into mobile, desktop, virtual or augmented environments targeted based on actual emotions. With heart rate, blood pressure and other bio-mea- surements being tracked and connected to the Internet this is certainly in the realm of possibility sometime in the future.

4. Be careful with terminology When setting up campaigns, it’s important to align execution with goals. These parameters are set up in the user interface of the network. If traffic to a particu- lar company webpage is the goal then having a Facebook campaign charging for clicks, likes and shares doesn’t make sense. In this example, money spent on likes and shares doesn’t align with the goals of the campaign.

With native social advertising, actual website traffic can be as little as one six- teenth of the actions paid for. That means that the vast majority of the budget can be wasted if the correct parameters aren’t established in the beginning.

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

5. Do experiment At its core, all marketing and advertising is an exercise in experimentation. Practitioners use research and data to more accurately predict results, but it is still an ongoing experiment – programmatic native advertising is no different. As a result, analyzing and adjusting campaigns based on performance and analytics over time is critical for success.

A/B or multivariate testing is a staple for many successful programmatic native advertising campaigns. This is a form of constant experimentation and KPI/goal optimization.

It can also be highly lucrative to consider some outside-the-box experiments. For example, rather than targeting the identified ideal personas, maybe run a small pilot targeting the journalists or influencers those ideal personas read or follow. Getting influencers engaged with, talking about or sharing distributed content could prove to have a major amplification effect. In this way, advertisers can use paid media to earn media.

6. Pay attention to creative One of the biggest challenges facing programmatic native advertising as an industry today is the proliferation of click-bait spammy articles in pursuit of impressions for ad revenue. Many of these have been labeled as “fake news” by mainstream media outlets and are distributed using programmatic native. (This topic could be multiple articles unto itself). I trust that no one reading this in- tends to or is currently deploying these methods. As a result, the below check- list is designed to help advertisers and marketers alike avoid any perception of being a part of the grey/black hat, “fake news” content community.

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

It’s also designed to help ensure marketers, advertisers, media buyers and publishers are adhering to best practices that will ultimately make them more successful.

Optimizing native creative elements • All creative, including the landing page, should be seamless.

• Leverage dynamic headlines for context and personalization.

• ABT – Always Be Testing native ad units using A/B and multi-variate testing methods.

Optimizing native ad images • Use faces

• Incorporate familiar imagery

• Use brand-appropriate colors

• Be transparent

• Trigger emotions

Native ad headline best practices • Be honest

• Be concise

• Don’t sell

• Tell a story

• Be transparent

• Consider the call-to-action

www.NativeAdvertisingInstitute.com BONUS CHAPTER – BEST PRACTICES FOR PROGRAMMATIC NATIVE ADVERTISING

• Use numbers

• Use adjectives

• Be relevant

The above topics represent what all media buyers, marketers, advertisers and publishers should know about programmatic native advertising as a broader tactic. Of course, each network, social media platform and managed services technology could have its own article that gets precise and granular when de- scribing the top tactics, execution techniques and strategies.

Native advertising has had a long history with advertisers, marketers and publishers. Current trends suggest that it’s quickly moving from a niche line item in a budget to a major investment in advertising. There’s no reason to believe otherwise. That said, programmatic native advertising is still in its infancy and the surface has only been scratched on what it will look like tomorrow.

www.NativeAdvertisingInstitute.com Want to be on the Radar of the Global Native Advertising Community?

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Opportunities include: Event Sponsorships at Native Advertising DAYS Event Sponsorship at NAI Masterclasses Native Advertising Awards Sponsorships Dedicated Email Campaigns E-newsletter banners and text ads Branded Articles (online + newsletter) Whitepapers Reseach Partnerships (Champion & Local)

www.NativeAdvertisingInstitute.com Blinkist Increases App Downloads With Outbrain

Summary Blinkist is an app that condenses more than 2,000 nonfiction books into di- gestible recaps that take 15 minutes to read or listen to, empowering people to learn the essential ideas from the best books in a chosen field. With Blinkist Magazine, the company has also created a content hub for learning, productivity and knowledge which is also used to convert readers.

For the distribution of this content, Blinkist uses Native Discovery with Outbrain to be recommended on premium publisher websites and to generate downloads of the app. The campaign is “always on” which means it is ongoing and won’t be turned off. The campaign can achieve a maximum of 50,000 downloads per month. In terms of time-on-site and CPC, this campaign can also ex- ceed distribution via Search and Social.

www.NativeAdvertisingInstitute.com BLINKIST INCREASES APP DOWNLOADS WITH OUTBRAIN

Mission Blinkist has built a marketing strategy that leverages its own online magazine, Blinkist Magazine, which draws on content about learning, productivity and knowledge to raise awareness of Blinkist’s offering and drive subscriptions.

Blinkist works with Outbrain’s Native Discovery as a primary channel to reach qualified users and optimize for two types of conversions: app downloads and subscriptions.

KPIs Obviously, Blinkist’s main goals and targets are app downloads and subscriptions. The marketing team use the mobile app tracking solution Adjust which provides a comprehensive view of app activities linked to the marketing campaign. It also allows optimizations directly inside the Outbrain dashboard.

Target audience The campaign targets users that are interested in personal growth, learning and knowledge. Due to the availability as an app, there is also a strong focus on mobile users.

Strategic approach Blinkist’s online magazine focuses on content about learning, productivity and knowledge to raise awareness of its offering and drive subscriptions. Articles revolve around current trends (e.g. Bitcoins or #MeToo), evergreen content and also articles about the app itself.

www.NativeAdvertisingInstitute.com BLINKIST INCREASES APP DOWNLOADS WITH OUTBRAIN

Some of the most successful stories have been: “5 Books that Will Change Your Life” and “The Reading Habits of Highly Successful People”. The recommendations that Outbrain distributes on its network lead to these articles on the Blinkist website.

Platforms Since Blinkist’s main goal is to drive app downloads, the focus of this campaign is purely on mobile devices (iOS & Android). Content distribution and promotion efforts The native recommendations are shown on some of the largest premium publishers worldwide that be- long to Outbrain’s network: CNN, The Washington Post, Spiegel Online, Bild, The Guardian, Le Figaro, El País among others.

Since the beginning, the campaign has been “always on” and generates an increasing number of new users.

While Outbrain’s algorithms do a good job in targeting people who are interested in Blinkist’s content, manual optimizations are also done constantly, e.g. by A/B testing of headlines and pictures, focusing on the best performing sources and, of course, the selection of the distributed content.

www.NativeAdvertisingInstitute.com BLINKIST INCREASES APP DOWNLOADS WITH OUTBRAIN

Results • In partnership with Outbrain, Blinkist generates up to 50,000 downloads per month.

• Ongoing optimizations and a qualified audience ensure a 50% higher time- on-site than Search and a 50% lower CPC than Social.

• Since the beginning of the campaign, the team has been able to scale up sig- nificantly and now they are achieving 25 times more downloads as compared to the first month.

• Blinkist can also measure a conversion rate of 20% from Outbrain users who clicked on the App Store link.

• The traffic has a higher view-attribution rate than other channels. This means those who have read an Outbrain article tend to have a stronger impression of Blinkist than if they were exposed to a typical app install campaign, and will be more likely to convert.

Learnings Paid distribution of content marketing proved to be a great way to promote apps. Additionally, the performance-driven nature of Blinkist’s marketing strategy favors channels with high engagement. This is where native advertising comes into play.

For the marketing team, it is key to not only focus on Facebook and Google, but also explore alternatives. Blinkist sees Native Discovery as a very valuable contribution to the marketing mix and the results prove that there is a lot of potential for any marketers with performance goals.

www.NativeAdvertisingInstitute.com Daniel Gibbings & Forever- mark Diamonds Generates Awareness and Leads with Storygize

Summary Daniel Gibbings, a fine luxury jewelry brand, and Forevermark, from the De Beers Group of companies, wanted to generate awareness and leads for their new new bridal jewelry line.

After careful evaluation, the team at Daniel Gibbings chose to work with Sto- rygize to help them develop a campaign strategy and achieve their marketing goals.

The resulting strategy was to reach engagement ring buyers early in their con- sideration process. Because the value/cost relationship for diamonds is a mys-

www.NativeAdvertisingInstitute.com DANIEL GIBBINGS & FOREVERMARK DIAMONDS GENERATED AWARENESS AND LEADS WITH STORYGIZE

tery to many, Daniel Gibbings utilized the 4Cs (Color, Cut, Clarity, Carat) content to share the things you should know before making an important ring purchase.

Both prospecting and remessaging executions were used to attract audiences and convert them into leads. For prospecting, the aim was to reach new audiences on contextually relevant, brand safe, mobile and desktop sites. For engaged audiences that didn’t convert on the first visit, remessaging was used to help increase conversion rates.

The Daniel Gibbings team was excited with the outcome of the campaign. The results opened their eyes to the potential of using branded content distributed through native ads to breakdown friction during the decision journey without relying too heavily on promotions and discounts. v Mission The mission for the campaign was to generate awareness and leads for the new Daniel Gibbings for Forevermark bridal jewelry line. The idea was to engage diamond engagement ring buyers early in their decision journey and convert them into sales leads. A short format content piece would deliver a simple message and establish buying criteria that favored Daniel Gibbings and Forevermark Diamonds.

KPIs The primary goal was brand engagement. The goal was to look beyond the click and measure user engagement with the landing page and other site pages (e.g. about us, blog, product pages, product detail pages, wishlists and the cart).

www.NativeAdvertisingInstitute.com DANIEL GIBBINGS & FOREVERMARK DIAMONDS GENERATED AWARENESS AND LEADS WITH STORYGIZE

The secondary goal was to generate sales consultation and wishlist leads. The Daniel Gibbings team was unsure what CPA goal to set at the start of the campaign. Using content and native ads was new territory for them. So, they came up with an initial CPA target based upon previous paid Social campaigns (i.e. $250 for consultation leads and $25 for wish lists).

Target audience The target audience included high income millennial men and women consid- ering an engagement or bridal ring purchase. The extended audience included friends and family that might influence the purchase decision.

Male and Female 18-34, 35-64 High income households Context: wedding, luxury travel, home US audiences/all devices

Strategic approach Daniel Gibbings chose to work with Storygize on this campaign and, during a joint planning meeting, the Daniel Gibbings team decided to develop a short content piece that would provide a stand alone value for readers while gener- ating awareness and leads.

To capture the attention of in-market buyers, the Daniel Gibbings team produced a landing page that helped prospects evaluate the quality of a diamond, knowing that Forevermark are the highest quality diamonds on the planet. Less than 1% of all diamonds qualify to be a Forevermark diamond.

www.NativeAdvertisingInstitute.com DANIEL GIBBINGS & FOREVERMARK DIAMONDS GENERATED AWARENESS AND LEADS WITH STORYGIZE

Storygize’s native in-feed and image ads formats were used to get the content in front of target audiences, in context. The campaign ran for 90 days in early spring 2017 and again for an additional 60 days during the early summer months.

Platforms: Examples of contextually relevant sites used in the campaign: apracticalwedding.com instyle.com theknot.com cosmopolitan.com insideweddings.com harpersbazaar.com

Content distribution and promotion efforts Proprietary page and keyword level contextual targeting technology placed ads in editorial context. For engaged users that didn’t convert, ads featuring eye catching “hot off the bench” ring designs were used to regain attention and get users back to the site.

Prospecting campaigns included a performance optimization blend of click through rate and the depth of content engagement. Remessaging executions were optimized using a performance blend of click through rates, content engagement times and both lead and sale actions.

www.NativeAdvertisingInstitute.com DANIEL GIBBINGS & FOREVERMARK DIAMONDS GENERATED AWARENESS AND LEADS WITH STORYGIZE

Results • The Daniel Gibbings for For- evermark 4Cs campaign was seen as a success.

• During the final four weeks of the campaign, CPA results were $158 for the consultation leads and $37 for the wishlist leads.

• Click Through Rates (CTR) were driven higher throughout the life of the campaign by real-time headline optimization, resulting in an 87% increase in CTR from start to finish.

• Content engagement times were measured by active content engagement and engaged user sessions. The user session count was 98% higher than the benchmark for the same period.

www.NativeAdvertisingInstitute.com DANIEL GIBBINGS & FOREVERMARK DIAMONDS GENERATED AWARENESS AND LEADS WITH STORYGIZE

Learnings Both the Storygize and Daniel Gibbings teams came away with takeaways to help them improve future campaigns.

One such takeaway was that native advertising is a great prospecting channel, with 93% first time site visitors. And in back end reporting, Daniel Gibbings saw a sizable uptick in both direct load and branded search traffic during the campaign.

Another key takeaway was that using click through rates and time on page stats were misleading and not the best performance metrics to measure content engagement. The active content engagement technology, Storygize, which was used provided much deeper insights into traffic value and helped to make improvements to landing page and site content.

Overall, the campaign had a positive impact on the Daniel Gibbings team. It helped them to think differently about the kind of content they were producing. As a result, they started producing new content targeting different buyer personas and buying stages, which they currently plan to deploy during future native advertising campaigns.

www.NativeAdvertisingInstitute.com Allure Eyewear Drives Traffic and Engagement with Fabl

Summary Allure Eyewear is a leading designer and manufacturer of optical frames and sunglasses, licensing celebrity brands to drive interest and sell through at retail. The marketing connection between Allure, retailer, and consumer was clearly identified as needing a refresh. The design-driven cloud publishing platform, Fabl, provided the solution for the campaign Frame Love.

Frame Love is a 4 part content series centered around fashionable eyewear to help customers see themselves through a new lens. The campaign was distributed via paid distribution across a network of sites, and organically through influencers and an email campaign.

www.NativeAdvertisingInstitute.com ALLURE EYEWEAR DRIVES TRAFFIC AND ENGAGEMENT WITH FABL

Mission With the introduction of the brand Kendall & Kylie’s new optical line, Allure needed to increase brand awareness and drive traffic back to their retailer, AC Lens.

KPIs Engagement - Build a rich experience for Kendall & Kylie eyewear through In- fluencer Marketing Reach - Amplify the campaign across the digital ecosystem and connect with prospects and customers Traffic - Drive traffic off of Kendall & Kylie story to AC Lens Website pushing consumers down the purchase funnel. Social & Organic Reach - Create organic sharing from stories; activate influencers to share via their social channels; leverage customer emails, promoting stories, etc.

Target audience Women in the U.S. between the ages of 18 and 40, with a focus on millennials.

Strategic approach AC Lens leveraged 4 influencer/lifestyle experts to create native content around the topics of beauty, fashion, health and wellness. The series included advice on how best to apply makeup to complement your frames, using eyewear as a fashion accessory and nutrition advice for healthy eyes.

www.NativeAdvertisingInstitute.com ALLURE EYEWEAR DRIVES TRAFFIC AND ENGAGEMENT WITH FABL

Fabl, a content marketing platform for publishing stories, allowed the marketing team the ability to build influencer stories in a simple, intuitive manner while also reaching them via Fabl Activation.

Fabl Activation enabled Allure Eyewear to reach the intended audience through social, native and content discovery outlets. As the campaign unfolds, the real-time optimization, based on performance and KPIs, adjusts budgets as needed. Additionally, the headlines and image combinations are optimized for engagement and efficiencies.

Fabl Activation helped push the influencers stories across a network of sites who delivered the intended audience in a contextually relevant environment. And, most importantly, Allure was able to seamlessly tag their retailer, AC Lens, with custom header, footer and e-commerce links back to their site - effectively driving traffic and engagement for AC Lens.

Built-in analytics allowed Allure Eyewear to monitor and measure results in real-time so they could accurately gauge the effectiveness of the content and thereby improve future content initiatives for their customers.

Content distribution and promotion efforts The primary distribution ran through Fabl’s Activation network of sites who deliver these stories in a contextually relevant manner.

Beyond the paid program, each of our influencers organically shared their stories via their own social channels. Finally, AC Lens pushed an email campaign

www.NativeAdvertisingInstitute.com ALLURE EYEWEAR DRIVES TRAFFIC AND ENGAGEMENT WITH FABL

out to their customer base as well as sharing it via their own social footprint.

The campaign ran from February 16th 2018 to March 15th 2018.

Platforms Contextually relevant platforms such as apartmenttherapy.com and travelandleisure.com. Search engines such as Yahoo.com The influencers’ own social channels Email via AC Lens

Results • Total Impressions: 1,820,841

• Total Engagements: 13,899

• Page Views: 6,320

• Total Clicks: 7,579

• Average Reading Time: 3:50 min.

• Average Scroll Depth: 54%

• Shop Now Button Clicks: 320 unique

• Social Shares: 519 (489 on Facebook, 8 on Linkedin, 5 on Pinterest, 9 on Tumblr, 8 on Twitter)

www.NativeAdvertisingInstitute.com ALLURE EYEWEAR DRIVES TRAFFIC AND ENGAGEMENT WITH FABL

Learnings • For the initial engagement with clients, be sure and build an additional time to work out the initial story. Unforeseen challenges will always arrive.

• Communication and teaching best practices are a critical part of a successful collaboration.

• Be sure ALL stakeholders are involved in the decision-making process from the beginning.

www.NativeAdvertisingInstitute.com About the author Chad Pollitt, a decorated veteran of Operation Iraqi Free- dom and former US Army Commander, is the Co-founder of Relevance, the world’s first and only website dedicated to content promotion, news and insights. He’s also an Adjunct Professor of Internet Marketing at the Indiana University Kelley School of Business and an Adjunct Instructor of Con- tent Marketing at the Rutgers University Business School. Chad is a member of the Advisory Board for native advertising platforms, inPowered and AdHive.

A member of a Forbes Top 100 list, Chad authored “The Native Advertising Manifesto,” “The Content Promotion Manifesto” and “51 Things Your Mother Taught You About Inbound Marketing.”

He is a regular contributor to industry media outlets, including the Huffington Post, Guardian and Social Media Today. He has been creating profitable online campaigns for over 16 years for some of the world’s most recognizable brands. All while delivering tens of millions of dollars of tracked return on SEO alone. In addition, he’s driven over 100,000 leads and 24,000 marketing qualified leads in less than 10 years.

Named a top five content marketing thought leader and top 20 CMO influencer, he continues to innovate by leading the emerging industry of online content promotion and distribution.

@chadpollitt [email protected] chadpollitt.com

www.NativeAdvertisingInstitute.com About Native Advertising Institute The Native Advertising Institute is a global think tank dedicated to leading, educating and connecting marketing, advertising, communications and publishing professionals in an effort to advance the native advertising industry. We provide unique research, thought leadership and actionable tools such as case studies, best practices and how-to guides as well as industry insights on our blog. Every year we host the world’s leading conference on native advertising ‘Native Advertising DAYS’ which attracts a number of presti- gious speakers, brands and publishers. Furthermore, we celebrate the best native advertising work in the industry with our yearly Native Advertising Awards.

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