Magazine article Folio: the Magazine for Magazine Management

The Convergence of Native and Programmatic Advertising: It's No Longer One or the Other, Publishers Are Increasingly Offering Both Services

Magazine article Folio: the Magazine for Magazine Management

The Convergence of Native and Programmatic Advertising: It's No Longer One or the Other, Publishers Are Increasingly Offering Both Services

Article excerpt

When publishers latch onto something, they tend to take it all the way. With content, it's publish anywhere, anytime. And on the digital advertising front, where the two big trends of native and programmatic have emerged, publishers of course want to do both. In most cases, however, publishers are building two ends of the spectrum. You want programmatic ad buying opportunities? No problem, we have that over here. Native? Sure, talk to this group here.

PROGRAMMATIC + NATIVE = FULL SERVICE

IDG Communications' Enterprise group, for example, which includes Computerworld, InfoWorld, CIO and a number of other brands targeting the enterprise tech and IT market, launched a private ad exchange this summer, joining the ranks of other publishers, such as Hearst and Conde Nast, in an effort to tap into the growing programmatic buying market.

This closes the loop for IDG Enterprise's digital advertising capabilities, as it does for the other publishers mentioned, in the sense that they are embarking on standardized native formats as well. IDG also has premium or custom advertising and marketing services--a recent partnership with LinkedIn to create custom sponsored groups is one example.

But Federated Media Publishing, a network of independent sites across several verticals, is rolling out a new service that takes the data-based and automated characteristics of programmatic and combines them with the custom, content marketing aspects of native.

HEY, YOU GOT YOUR NATIVE IN MY PROGRAMMATIC!

Earlier in August Federated Media Publishing CEO John Battelle blogged about the new service, tentatively called Content Reachtargeting. …

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