WTF Native at ScaleMatt O’Nell

Founder & Principal Digiday WTF Native

October 8, 2015 London

Five key things

A clear definition

Benefits to buyers and sellers

Technical Solutions & OpenRTB

A useful tool

It’s still brand spanking new

What is Native at Scale

–Tim Cain, AOP

"One of the challenges with native advertising is in its very purest sense it's something being created in a distinct way for one media brand … For me when people talk about native scalability, I'm not

sure it is scalable.

Axes of ScaleCo

mpl

exity

/ Im

pact

Scalabilty

Advertorial

Infographics

Axes of ScaleCo

mpl

exity

/ Im

pact

Scalabilty

Google Ad Words

Advertorial

Facebook

Twitter

Infographics

Axes of ScaleCo

mpl

exity

/ Im

pact

Scalabilty

Google Ad Words

Advertorial

Facebook

Twitter

Infographics Contextual post

Tout + Article

Axes of ScaleCo

mpl

exity

/ Im

pact

Scalabilty

Google Ad Words

Advertorial

Facebook

Twitter

Infographics Contextual post

Tout + Article

Native Scorecard

• Content paid for by advertiser

• Labeled as ‘sponsored’ or similar

• Sits within normal editorial flow

• Interaction retains the user

Buyer and Seller Benefits

– Neil Mohan, Google

““To scale and be effective for publishers, native formats need to be tracked alongside all the other formats. It’s not really about replacing display ads. It’s just a different way to engage with

customers.”

Buyer / Advertiser

• Creative efficiency

• Enriched metrics

• Apply data, targeting, and other enhanced delivery optimisation

• Emotional Connection + All the good things about digital

• Viewability

Seller / Publisher• Incremental Revenue

• Simplification of tags, systems, workflow

• Ad block avoidance

• Mobile revenue opportunity

• Access to high-yield inventory

• Complimentary, win-win-win solution

Technical Solutions & OpenRTB

‘Scape Players

TripleLift Sharethrough Stack Adapt

Nativo Polar

AdYouLike RespondHQ Adsnative

Fabric Outbrain Taboola

ContentClick

–Anonymous trader from major media agency

“Look. If I can’t trade this through AppNexus we can just end the conversation right now.”

Mission

The mission of the OpenRTB Native project is to spur standardisation and greater growth in the Real-Time Bidding (RTB) marketplace for Native Ads by providing open industry standards for communication between buyers of advertising and sellers of publisher inventory.

Bid Hierarchy - Open RTBBid Request Object

Impression Object

Banner Object Native Object Video ObjectRequest Markup

(Payload)Banner ObjectBanner ObjectBanner Object

and / or and / or

(other OpenRTB objects)

(other OpenRTB objects)

IAB Native Formats

• In Feed Units

• Paid Search Units

• Recommendation Widgets

• Promoted Listings

• IAB Standard with Native Elements

• Custom / “Can’t be contained”

Layouts Types

Putting it all together

a helpful tool

mobile revenue solution

ad blocking work around

engagement generator

A viewable unit

still very very new

Challenges• Analytics for native ad approaches are lacking and haven’t fully matured to what

advertisers have come to expect with traditional campaigns.

• Audience targeting isn’t refined enough for native to steal the ad spend currently dedicated to digital.

• Educated consumers are increasing skeptical of native approaches because they don’t want to feel tricked into reading oblique pieces about products or brands in editorial stories.

• Whack-a-mole with ad blockers

• Commoditisation of the units

• Impact on search engine results (duplicate content)

–Martin Sorrell, WPP Group CEO

“Boundaries between editorial and the business side are breaking down. That’s fine as long as it’s clear to the consumer this is

sponsored content. As long as there’s transparency, I think it’s fine.””

let’s discuss