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Adam Seogalutze Chief Revenue Officer

Native ad platforms. Aren't they all the same?

10 January 2022

Well, yes. But really, no. 

They all offer the ability to publish an ad that follows the natural form and function of the user experience in which it is placed, charged on a cost per click basis, but that is where the similarities end. There is a lot more to consider before launching a campaign on a native platform. In this article we’ll go through the major things to consider if you want to make the right choice for native ad platforms that suit your marketing needs.

Reach

Each platform vies for the top tier 1 publishers, like The Daily Mail, USA Today or SKY News with either Taboola or Outbrain normally coming out on top. It’s important to think about what type of sites will work best for your audience & research the platform that has the best publisher mix for you.

Depending on your GEO, each platform has different market share, for example, in the UK Taboola holds all the aces having their native widgets across the majority of major news publishers. However, the US market is shared more evenly between Taboola, Outbrain & RevContent.

When deciding on the best platform for you make sure you do your research into which platform holds the publishers that best match your target audience.

Ad formats

Similar to other forms of advertising, native ads have several formats. The most common types are In-Feed, In-App, Content Recommendations & Sponsored Ads. Again most of the platforms offer all of these positions, although some don’t allow you to optimise based on a format. Yahoo Gemini (via their DSP native platform) give you the ability to buy Email widgets, these appear in the users yahoo mail environment and serve like an email, when the user clicks on the email it opens a native ad, headline, image & brand. If you have found email to be a strong marketing channel then you might want to consider testing this as a stand-alone format with Yahoo.

Conclusion

It’s important to conduct research on which platforms are best for your marketing needs based on location, user demographic & site match, detail of targeting required & which formats will best suit your audience.

This can be daunting, especially with so many platforms to choose from and billions of impressions available daily. You can see even a very healthy test budget spent quickly with no real learnings.

 Agency Native having years of experience in native marketing can guide you through the process - Book your free audit today to get started on your native journey.

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Targeting

Most platforms offer the same level of basic targeting; location-based, device, operating systems, publisher blocking and audience-based. Be careful when using audience based data though as this is normally based on third party data and if selected can include a surcharge on your CPC. The exception to this is Yahoo Gemini & Google discovery, they have a huge amount of first-party data collected from email, search intent & AI profiled decision making.

If you’re happy to target a broad market then it’s best to defer to the platforms with the largest publisher reach. However if you have a niche product that requires more detailed targeting then you should consider using Yahoo Gemini or Google Discovery.

Contents

Introduction

Reach

Targeting

Ad formats

Conclusion

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