Programmatic Native: The Next Step in Display Advertising
Programmatic Native is a form of in-feed display advertising served programmatically that seamlessly integrates with a website’s editorial style, allowing brands to better align with audience viewing habits and gain greater control over messaging, addressing the growing audience tendency to ignore generic display ads.
So what is Programmatic Native?
Programmatic Native allows you to better integrate with your audience’s viewing patterns.
In a symbiotic union of display, native, and programmatic, programmatic native allows brands to control more of their messaging, while simultaneously producing in-feed advertising.
It is ad creative that is served in or adjacent to the editorial of a website, placed programmatically. There is no sponsored editorial (advertorial), but rather in-feed display advertising that matches the host site’s style.
Why Programmatic Native?
Audiences are becoming more and more used to blocking out generic display advertising. Do you remember who was advertising on the sides of the last web page you visited?
When people that are already utilizing native hear the term “programmatic native,” they likely brush it aside.
Related
A Programmatic Native Snapshot: January-May 2021
From January to May 2021, programmatic native advertising saw significant growth with 1,900 advertisers spending $2.6 billion—a 37% increase in spend and a 105% increase in advertisers compared to 2020—highlighted by major partnerships like Condé Nast and Verizon leveraging advanced platforms to deliver interactive, shoppable content across premium digital publications.
Programmatic native: Tragedy of the commons?
The article discusses the rise of programmatic native advertising, highlighting its technical feasibility and benefits such as ease of buying and scalability, but warns that widespread adoption by brand-name publishers risks commoditizing high-CPM native ad inventory, potentially lowering prices and harming sellers in a market flooded with supply, thus likening it to a "tragedy of the commons" scenario.
How Programmatic Native Has Performed So Far in 2020
In 2020, despite initial advertiser hesitation and risks of brand safety amid COVID-19 news, programmatic native advertising adapted as brands cautiously resumed spending, leveraging native's targeted, seamless format to engage audiences with new types of branded content during increased online consumption.
BIMS Takeaways: B2B Marketing Strategies
The 2023 Business Information and Media Summit in Fort Lauderdale emphasized the rapid digital transformation in B2B marketing, highlighting strategies such as data-driven marketing, smarter programmatic advertising, and the growing importance of high-CPM native and mobile advertising to effectively reach and engage increasingly accessible and niche audiences.
3 Native Advertising Trends in B2B Media to Keep Your Eyes On This Year
In 2023, B2B advertisers significantly increased native advertising spending—nearly $171 million in the first half alone—while diversifying their media strategies by combining native ads with other formats like digital display and events to effectively engage complex, multi-decision-maker buying journeys.
Native Advertising From B2B Brands: A June 2021 Update
By mid-2021, B2B brands, influenced by pandemic-driven shifts and following B2C trends, increasingly adopted native advertising—highlighted by a 66% influx of new native ad spenders in 2020 and a complete turnover in top spenders—recognizing that effective native campaigns require deep understanding of buyers who now rely heavily on social media and online research for purchasing decisions, though many brands still struggle to create relevant content that resonates with their ideal customers.