Magazine article Folio: the Magazine for Magazine Management

Native Advertising and Programmatic Buying: Predictions for 2014: Standards, Regulation and a Blending of the Two Are among the Trends

Magazine article Folio: the Magazine for Magazine Management

Native Advertising and Programmatic Buying: Predictions for 2014: Standards, Regulation and a Blending of the Two Are among the Trends

Article excerpt

Based on recent market research, long-term growth for both native and programmatic advertising is clear. But the two categories are still very young. Over the next year, how might the way in which we use them change? Here are a few predictions:

NATIVE ADVERTISING

1. Standardization Is Coming

With the recent release of the IAB's Native Ad Playbook, we'll see continued standardization of native ads and native ad serving. Remember: while native spending will likely hit $3 billion in just a few years, the concept is, again, relatively new. Implementing structure and a consistent framework will only help both buyers and sellers maximize opportunities and take full advantage of the trend.

2. Answering the Scale Question

The next big hurdle in native advertising will be to close the programmatic-native gap. The pressure is on figuring out how to automate native, similar to RTB and programmatic, so that publishers can create custom content quickly and with little overhead, to drive actual scale.

3. Expect Greater Regulation

Disclosure and transparency in native advertising will continue to be top of mind for the industry. Expect stronger guidelines and standards to be considered by the FTC in 2014, with the industry encouraging self-regulation, as seen with the IAB's Native Ad Playbook.

4. Native Will Be More Data-driven

Successful native campaigns will be heavily reliant on the data and insights gleaned from programmatic initiatives. This means that understanding how creative functions and drives programmatic performance will become increasingly useful in planning native campaigns. …

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