As digital marketers, we are constantly on the lookout for new trends and themes that run through our industry. Whether it’s a simple seasonality or the rise of programmatic display, riding the “hot ticket” in online advertising can often lead to exciting and lucrative new possibilities. So how do native ads work? They work as a sort of Advertising chameleon, they can be adapted to fit in a wide range of contextually relevant situations.
But what are native ads specifically? The short answer is they are ads that blend with the form and function of the online environment in which they appear. In search a native ad is designed to seamlessly integrate with organic search results. And by appearing at the top of the search engine results page, they are meant to emulate the most relevant search results to encourage click interaction.
For native ads in the social sphere, like twitter, it’s fairly straightforward. Native ads in this space are in the form of sponsored posts, integrated in a news feed to emulate other content when a user is scrolling through. Native Ads also exist in video and display advertising, in both cases the intent is to mimic content that would appear naturally on the host website as to feel organic and natural to the consumer.
In the wake of partial split between Microsoft’s BingAds and Yahoo’s ad platform Gemini, native ads have risen to prominence as a new profitable avenue for online marketers. As Yahoo begins to take on more autonomy in the desktop search space, their ability to track native ads has become an enticing proposition. Before, under the original BingAds/Gemini partnership, Yahoo was only serving these native ads via mobile and using their Gemini platform to track it, now with an expansion to the realm of desktop advertising, Gemini looks to up its profile in the digital advertising community by being able to track native ads across devices, on desktop and in the mobile space.