As one of the most engaging channels in programmatic advertising, native is loved by advertisers because it allows brands to fit into, rather than disrupt, the audience experience. Offering precise, audience-specific targeting in a contextual format, native advertising has proven to deliver higher levels of engagement, brand lift, and viewability by blending into the content format of the pages on which they appear.
So many brands are jumping on the native advertising bandwagon. As one of the most engaging channels in programmatic advertising, native seems to pop up in almost every campaign strategy conversation we have with our marketer and agency clients. And because there is so much talk around native, we get a lot of questions about how to optimize these campaigns so that they are most effective. So we decided to go straight to the source, and bring in one of our native partners, Taboola, to help answer some common questions about native advertising.