How native, programmatic are complimentary

Seven weeks into the New Year, how is your online ad strategy faring? One expert identifies early trends in the online ad space and also offers insight into what brands need to do to ensure their ad choices work together seamlessly.

by Kristina Knight

Kristina: Now that 2015 is rolling along, what trends are you seeing in the programmatic and native spaces?

Sabine Cummins, VP of Client and Agency Partnerships, ChoiceStream: Inventory sources and numbers are largely on the rise, as are developments from tech platforms - both DSP and SSP-side. As more brands are embarking onto native campaigns to boost new products and offers, the adtech space is chipping quickly into building foundations that enable programmatic native. Platforms like ChoiceStream are constantly enhancing audience-driven capabilities to increase campaign effectiveness, targeting accuracy and real-time optimizations.

Kristina: How can native and programmatic be used to compliment one another in a campaign?

Sabine: Some people find the concepts of native and programmatic to be contradictory to one another; a native ad is meant to closely align with publisher content, whereas programmatic automatically inserts media into any variety of publisher sites. This is a misconception. Creatives in the programmatic space have always had dynamic capabilities that have and continue to be often overlooked.

Kristina: Tell us about ChoiceStream's options in this area.

Sabine: At ChoiceStream, we have ads that can dynamically personalize content based on weather, geography, consumer profile and attitudes, and social trending. Now bringing native into this streamlined process, a brand can run a programmatic native campaign by simply providing a logo, image, headline, caption, and click-through URL. We then auto-format these creative assets to the page layout of the site that we purchase an impression on. Real-time bidding platforms for native allow for the integration of data-driven content in less than 200 milliseconds per ad-serve.
More from Sabine and ChoiceStream later this week, including her top three tips to implement to strong native and programmatic strategy.

Image via Shutterstock

Tags: advertising, advertising tips, ChoiceStream, native advertising, programmatic advertising

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Or Shani

Programmatic native is already here with players like TripleLift and PaperG. Because a native ad needs to adapt to an increasingly fragmented, multi-channel ecosystem, it requires the "self-driving" intelligence of programmatic to adapt, target, analyze, reconfigure and morph into native formats. The fragmentation, speed and authenticity of native advertising opens up a universe of new opportunities and challenges for marketers that can only be maximized by programmatic solutions. The vision for native is to be able to input the creative once and have it, morph and route it to an increasing number of unique and relevant placements. -Or Shani, CEO & founder of Adgorithms

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