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Native Ads Keep Taking Over
Nowadays, native advertising should be a pivotal part of every successful marketing strategy. Native ads mimic the surroundings in which they appear to be as undisruptive and discreet as possible to catch and hold a user’s attention.
This level of familiarity ensures high engagement and accurate brand positioning for the first take. It was basically obvious that such an agile ad format that offers so many possibilities, will become the most popular way of advertising in the modern digital world.
It was already predicted in 2019, that almost two-thirds of display ads spending will go toward native ads in 2020 – and it did. Native Advertising Institute predicts that revenue generation from native advertising is expected to increase by 46% by 2021.
Increasing dependency on mobile devices worldwide creates another ongoing trend – both advertisers and publishers bet on programmatic buying and mobile. Emarketer reports that 87.7% of US native advertising will be purchased programmatically. Furthermore, the mobile ad format, being as versatile as it is, will also continue to be even more popular going from from 85.2% in 2018 to 88.8% in 2021.
While Facebook and Google are unquestionably the biggest sharks in the pool of ad revenue generators, native advertising keeps bringing other fish to the sea that are just as effective and competitive. Top native ad networks have built their brands investing more and more in contextual targeting, brand safety, deep personalization, advanced targeting and retargeting options.
With all that being said, we thought giving you a detailed look into the world of best native advertising networks and first-class options out there may come in handy.
Reach: 1.4 billion unique users per month, 10,000+ premium publishers and brands, 44.5% of the world’s Internet population reached
Traffic: tier 1 geos like US, UK, JP and FR and many more
Targeting options: location-based, device, operating systems, publisher blocking, audience (both by onboarding first-party data or using marketplace audiences directly accessible in the platform)
Top websites: NBC, MSN, USA Today, Business Insider, Bloomberg, CBS News, and Fox
Taboola has become the largest discovery and the world’s leading native advertising platform. Above all, it helps people to explore what’s interesting and new in the world of web content and enables both the publishers and advertisers to buy, sell and grow their traffic in scalable and profitable ways.
The platform matches brands with the audiences that are most receptive to new messages, products, and services. What’s most important, it provides the websites those audiences trust the most. Taboola ad platform also offers an advanced level of monetization opportunities for publishers, mobile carriers, and other digital properties.
Taboola’s native ads can be found mainly within customized widgets on the bottom, top, or side of the website as content recommendations or within the general news feed.
This native ad network should be chosen by those of you interested in positioning and building a strong brand through personalized native ads across premium websites. If you’re up for reaching marketing KPIs at any stage of the purchase journey, or you want to promote exclusive, white-hat offers, Taboola can get you there with the right mix of audience segmentation and broad reporting to constantly improve your native strategies.
Having control over your ad spend and your KPIs in line is essential when starting your native adventure. Taboola’s in-house targeting options and comprehensive reporting allow the users to fully control their native advertising campaigns through determining ad spend and performance goals to editing campaign elements. Such solutions are crucial to ad campaign efficiency and marketing strategy improvements.
Additional perks: full control through comprehensive reports on campaign performance, optimization and scalability, smart bid automatization, flexible ad creatives, data-rich recommendations
Reach: 290M native stories delivered each month, 1.8B daily pageviews, ability to reach 1.3 billion people worldwide (from 55+ countries), 3x higher time-on-site than banners, 5x higher ad visibility than banners
Traffic: 50% of their traffic comes from Tier 1 geos like US, UK, JP, and FR
Targeting options: location-based, device type, operating system, browsers, interests, advanced audience targeting, retargeting (custom audiences)
Top websites: Hearst, CNN, Men’s Health, Sky News, BBC, The Washington Post, Le Monde
Outbrain is a leading self-serve native advertising platform. With an estimated current annual revenue of $136.7 million, the company serves over 3 trillion ads to 1.3 billion unique users, generating more than 9 billion conversions worldwide each year.
Outbrain helps brands, agencies, and advertisers connect with one-third of the world’s consumers engaging with content on the open web. And this is exactly where this ad exchange’s strengths lay. By teaming up with many leading niches and top publishers, Outbrain’s users can show their ads to high-quality audiences via an extensive five-star publisher network. Let’s take Sky News, for example – the website boasts of over 10 million page views per month.
Outbrain’s native widgets take the form of “in-feed” ads, search & promoted listings, video ads as well as content recommendations. They consist of an image and a headline and a brand logo, fitting perfectly into the editorial content flow.
As an advertiser, you should consider signing up for this discovery & native advertising platform if you’re looking to create engaging content on the open web as well as deliver performance goals and expand your audiences wisely and efficiently. Outbrain will enable you to promote your brand through the biggest premium native openweb inventories on the market. What’s more, you’ll be able to achieve your marketing goals in a fraud-free web environment.
Additional perks: smartfeed, lookalike audiences, data marketplace, bid strategy, native smartads, storytelling with native video, Outbrain carousel ads, wide range of deal packages, flexible access to Outbrain full portfolio of inventory through leading DSPs
Reach: 850M unique visitors monthly, 32K content websites, 60% average higher CTR than display, 185B content recommendations monthly, 31650+ publishers all over the world
Traffic: Europe, the USA, Asia-Pacific and more
Targeting options: location-based, browser, browser language, devices & operating system, mobile connection
Top websites: International Business Times, MSN, The Week, Newsweek, HITC, Inquisitr
MGID is a global award-winning innovative pioneer in native advertising. The platform helps publishers retain audiences and monetize traffic. It drives performance and awareness for brands by connecting them to unique audiences at the right time and with the right content. It’s present worldwide, but it holds the largest share of traffic within the European region. Founded in 2008, the company has offices in the United States, Ukraine, Vietnam, Indonesia, Italy, Russia, and India.
MGID’s native ad formats include smart, in-content, and sidebar widgets. As an advertiser, you can also take advantage of the native video format and create highly engaging content, or you can focus entirely on smart widgets delivering tailored messages during the user’s online journey.
Inside the platform, you’ll be able to optimize your active campaigns as well as keep track of performance by analyzing the data regularly (daily, weekly, and monthly). Intuitive reports will provide you with insights and statistics from different targeting categories (geos, OS versions, devices, etc.). This is also where you can access selective bidding to exclude publishers and adjust CPCs for specific placements or targeting options.
The key takeaway here is that this platform is super affiliate-friendly. While the previously mentioned native ad networks are characterised by very strict compliance policies, with MGID you can try to monetise and promote a broader range of offers Another important thing is that approximately 70% of MGID’s traffic comes from smartphones, which makes its inventory suitable for mobile advertising.
Additional perks: selective bidding, dynamic retargeting, smart engine optimization with stats integrated with Google Analytics, dayparting/schedule for your campaigns, limits to your campaign by clicks, budget, conversion
Reach: 180mm – 500mm daily impressions, both for Mobile and Desktop, with 0.42% – 1.52% CTR and $0.01 – $0.20 CPCs
Traffic: 50%+ premium US traffic, large audiences in Canada, New Zealand, Australia, UK, Portugal, South Africa, Germany, Brazil, France, and many more
Targeting options: location-based, site & placement, device & operating system, ZIP & DMA, brand, topic
Top websites: Forbes, Los Angeles Times, CBS Interactive, USA Today Sports, Tribune Media, Nasdaq
Revcontent is a leading content marketing platform. Specializing in content discovery, the company uses high-tech software and expert partnerships to help advertisers and publishers connect with a quality target audience and monetize their experience.
Revcontent cooperates with brands, media publishers, affiliates, and more. The platform advertises itself as the provider of high-quality traffic. In fact, this fastest growing native advertising network rejects a vast majority of publishers for not complying with their quality standards. This makes their advertisers sure to receive the world’s leading publisher sites. Simply by taking such an aggressive approach in terms of supply and demand, Revcontent’s tier 1 publishers have seen a 117% increase (and still growing) in ECPM since Q1 2018.
Revcontent recommendation units can take the form of Native, Video & Display ads to appear in a variety of placements around the world’s leading media websites; primarily in-feed or below editorial content. Native ads can be further characterized as stacked ads, ads below content, ads in sidebar, and ad midstreams. Quite importantly, their native widgets are fully customizable, guaranteeing a seamless experience for online audiences.
Revcontent should definitely be considered by those of you who bet on a strong brand awareness being translated into high performance from the very beginning. But make no mistake here – make sure to adjust your affiliate expectations to a harsh, high-quality standards reality.
This native ad network aims to maximize user experience and engagement with higher revenue, publisher control, and audience engagement tools that provide an additional revenue stream to the publishers. What will matter to the advertisers is that Revcontent allows you to choose between the 2 bidding models: CPC – standard cost per click and vCPM – cost per 1,000 viewable impressions.
Additional perks: granular brand-safety and content quality controls, unique first-party demand, real time reporting, premium partnerships, white-glove account management, domain & placement level transparency, built in bot & fraud prevention, push notification traffic
Reach: 50 DSPs connected, 50B impressions per month, 3000 direct premium publishers, 99.5% ad inventory directly sourced, 200M unique visitors
Traffic: rich media websites – GQ, Cosmopolitan, The Independent, The Hook
Targeting Options: OS, device, IAB categories, user’s data profiles and AI recognition of key-words and feelings in editorial contents
Top Websites: CNN, Rolling Stone, Bloomberg, Aol., The Guardian, Forbes, Cosmopolitan, Vogue, ESPN, MSN, Marie Clair, The New Your Times
Adyoulike is the European leader in native advertising technology, serving over 50 billion native ad impressions per month. This particular advertising option enables brand advertisers to scale their native advertising campaigns across premium and niche publishers. Launched in 2011, Adyoulike keeps holding the position of the most sophisticated supply-side native advertising platform on the market, offering programmatic native advertising at scale.
The first thing you get to see when you visit their website is the following notion: Native, Reinvented. And this is basically what Adyoulike is all about – scalability through engaging and seamless storytelling on the open web, powered by artificial intelligence and semantic targeting.
Adyoulike native ad platform is compatible with all forms of native ads. You’ll find native display, native stories, native video and native social within their creative ad portfolio. The native ad network bets big on defining a semantic context for native advertising campaigns using keyword recognition and programmatic activation.
The platform specializes in offering AI driven solutions to advertisers and publishers for monetization of the online ad space at scale. With an extensive native ad portfolio in place, the platform should be definitely considered a powerful link between you and a premium in-feed native inventory. The reporting is also here. Adyoulike allows you to track impressions, clicks, CTR, and in case of native video: video impressions, video start, and video completed time.
Additional perks: limitless integration through js DFP, header bidding (prebid, index exchange), more than 50 DSPs connected, real time platform, transparent margins, server to server compatibility, one placement, many ad formats, maximum monetization, fraud free ecosystem, Adyoulike clipr platform to build and amplify your revenue streams through social stories on the open web
Reach: Integrated with major DSPs including AppNexus, The Trade Desk, MediaMath, Turn
Traffic: the most premium sites – including 79% of the comScore 100 – to offer a better user experience, all around the world, more than 300 billion times/month
Targeting options: Country, Os, Browser, Device, Region, Dayparting, etc.
Top websites: BuzzFeed, USA Today, CNN, eBay, BBC
The groundbreaking native, video and display ad platform came to life from the idea that ads aren’t served in the right way to the right people. The result was TripleLift, an innovative ad network focused on reinventing ads with technology.
TripleLift’s core principles of direct relationships with publishers, diversity across all advertising channels and ad design that is both eye-catching and informative was and still is its main drive.
The proud winner of multiple industry awards, TripleLift is a great place to make your brand visible, attractive, and engaging. No matter what resources you have at your disposal, TripleLift’s advanced features can make your creatives look unique and fit perfectly no matter the context. It’s a proprietary technology called Computervision discovers the most important parts of your creatives and crops the image in a way that it doesn’t feel out of place.
The reasons why you should trust TripleLift’s company: zero resold impressions and no low-quality sites. This makes TripleLift a safe place for such renowned brands like Toyota, Microsoft, Hilton or BestBuy.
If you are worried about invalid traffic then rest assured, TripleLift has got you covered. By partnering with WhiteOps, it can pre-scan bids to eliminate those of suspicious origin.
Additional perks: computer vision, automatic templating, visual effects on video, stylized video scale-back
Reach: 2,467,000 views per month
Traffic: Adup’s primary traffic source is from Germany based publisher and therefore is an ideal network for advertisers and publishers who are dealing with German speaking traffic
Targeting options: Country, OS, Device, Region, Dayparting, Keyword targeting, Native Retargeting
Top websites: wetter.de, news.de, hoerzu.de, chefkoch.de, Trivago, Fluegel.de, wetter.com, Spiegel Online, sport1 and other from the Axel Springer portfolio
This German based, travel-oriented ad network allows you to tap into its exclusive and most converting placements. AdUp’s technology ensures that your content is always displayed correctly, no matter the context. Your ads will always fit and feel relevant.
Sprinkle this with the addition of geo-targeting and dynamic names and you get yourself a content discovery platform that delivers both on technology and supply sides.
AdUp provides you with bot-detection technologies to protect your budget and your brand. It utilizes statistical methods to find potentially fraudulent traffic.
How does it work? AdUp uses keyword targeting to match your ads with the context of the website or with the user’s search query. This is further fuelled by AdUp’s optimization technology that can operate on semi-auto or full auto levels. The semi-automatic (assisted) optimization protects you from overspending, while the fully automatic optimization takes care of the CPC bidding for you. It adjusts your bidding strategy to reach the set CPO.
Apart from keyword targeting, AdUp allows you to manually select concrete publishers and sites for your ads. This can vastly increase your reach.
To squeeze the most of your traffic, AdUp has rich traffic retargeting options that can show other ads to visitors that have already engaged with your content.
Additional Perks: automatic or assisted campaign optimization, slim or pro traffic retargeting, direct placement
Reach: 2 Billion Ad impressions per day, 1 Billion monthly active users, 165 Billion daily intent signals
Traffic: More than 50% of traffic comes from the US, UK, and France
Targeting options: Country, OS, Device, Region, Dayparting, etc.
Top websites: ESPN, ABC News, Apple News (in select locations), and MSN
Yahoo Gemini is an ad network that offers its users both native and search traffic. The platform gets a steady stream of over 60 billion ad impressions per month from premium owned and operated sites, as well as from its big publishing partners.
It supports various non-intrusive ad formats that blend your ads with their surroundings for the smoothest ad experience. With just one ad set, you can advertise your brand on a mobile device, increase online sales, promote an app, and much more.
To get you started quickly, Yahoo Gemini offers an easy Google Ads data import feature, as well as an option to import ad data from Excel. Starting a new campaign is also easy. While you set up your traffic targeting options, you can see traffic estimations, so you know right away what kind of volumes can be expected.
Reach: 75% brand engagement lift, 23% lower CPA, 15% higher video view rate, 2x higher CTR
Traffic: Over 600 brands and 400 publishers
Targeting options: Country, OS, Device, Region, Dayparting, etc.
Top websites: Reuters.com, Schoology.com, Chron.com, Thehill.com, Motorsport.com, Coindesk.com, Time.com
Nativo’s goal is to reinvent native advertising with tech to enable the delivery of your content into the feeds of premium publishers for a maximally engaging experience.
The way it does that is by leveraging their unique, interactive and immersive ad formats that both stand out and feel in-place when scrolling through publisher’s content.
One of Nativo’s main selling points is it’s cookie-free ad delivery technology that future-proofs your campaigns to this more privacy-centered era. Nativo boasts that even today, over 75% of their ads do not depend on cookie technology.
Ad delivery is not the only place where Nativo shines. It also provides you with an intelligent insights mechanism called Native IQ that gives you a deeper look into your campaign’s performance and evaluates you and your competitor’s content using standard engagement metrics.
And be sure that this content will be delivered swiftly: Nativo has partnered with major content delivery networks to enable the quickest load times and snappiest response.
Additional perks: Nativo Edge, Nativo IQ
Reach: 350 billion monthly impressions
Traffic: Over 12k sites and 30 plus DSP integrations
Targeting options: Country, OS, Device, Region, Dayparting, etc.
Top websites: New York Post, CNN, USA Today, Rolling Stone, Cnet, Forbes
Sharethrough’s mission is to ensure the preservation of the open Internet by providing technology for engaging and non-intrusive ads that will fund it. Being one of the bigger players in the native ads industry, Sharethrough has the right inventory and tools to deliver on its promise.
Firstly, it provides you tools to make the best ads possible. Features like headline analyzer of native ad generator enable you to craft attractive content with just a few clicks and minimal creative skills.
Then, the SmartSuite set of features will take care of the bidding strategy for you. Once you’ve made sure that your ads will appear in the right place for the right price, the TrueTemplate technology will make sure that their looks will match its context.
Sprinkle some ad enhancements on top that bring out what’s best in your ads – and you’ve got yourself a one-of-the-kind ad experience.
Additional perks: headline analyzer, ad enhancer, ad generator, ad suite
If you want to make the right choice for native ad platforms that suit your marketing needs, make sure to do thorough research on your own before subscribing to any platform.
Signing up to a couple of native advertising platforms may seem a bit excessive with limited budgets when you’re just starting. In that case, you can always consider trying a demand-side platform, which consolidates native ad exchanges, enabling you to buy traffic from many sources and manage your native advertising campaigns from one UI.
Voluum DSP is a self-service, premium media buying platform for performance marketers oriented at delivering best possible payouts to their native campaigns. It is an easy-to-use platform, which distributes the most tailored traffic directly to your performance-oriented and brand-aware campaigns. Users voted Voluum DSP interface the best on the market.
The system is easy to operate, offers customizable dashboards and custom conversions reports. From the beginning, the platform has been focusing mainly on delivering a huge variety of optimisation features, real-time reporting, giving you full transparency and complete control over your ad spend as well as numerous scaling options.