Native Programmatic: What Does It Mean for Publishers?

Why should publishers also consider to grow native programmatic when selling their inventory? Let’s have a look at why implementing this method is useful from a publisher’s side.
native programmatic

By Danielle Borao
Marketing & Communication, Plista


Today, we are discussing the hot topic of programmatic advertising. We recently had a look at how this automated buying method yields a great advantage to advertisers who bid on coveted ad slots on various publisher sites.

We mentioned that the rapid growth of mobile device use is one of the main reasons why advertisers should go native with programmatic; through this method, advertisers have a more refined target reach.

RELATED: The Golden Rules of Paid Content Distribution on Facebook

Since we are familiar with the advertisers’ perspective on going native programmatic, what does it mean for the publishers, who are opposite the process?

Why should publishers also consider to grow native programmatic when selling their inventory? Let’s have a look at why implementing this method is useful from a publisher’s side.

Both the demand and supply side of the programmatic process benefit in earning revenue.

#1 Programmatic Development

Programmatic has been the talk of the town these last years, and for good reason.

This method is highly significant as it is promising to both publishers and advertisers. Simply put: advertisers are “matched” with relevant ad slots on publisher sites through a cloud, which results in an auction for publishers’ premium slots.

RELATED: 7 Mobile Native Advertising Trends to Watch for in 2018

Through this, both the demand and supply side of the programmatic process benefit in earning revenue.

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Programmatic allows publishers to supply a large pool of premium placement slots

#2 What does going programmatic mean to the publisher from the supply side perspective?

Supply and demand partners make decisions on a per-impression basis through this automated method of buying. Programmatic allows publishers to supply a large pool of premium placement slots, giving publishers the opportunity to display high-quality ads.

“Going native programmatic offers publishers a higher diversity range of brands while having ad quality control,” says Plista senior account manager, Viktoria Dehnhard.

Publishers have the benefit of receiving reception from high-quality advertisers who are willing to pay the highest bid for the ad slot in a publisher’s content.

#3 Publishers’ access to DMP provides needed insights

Data management platforms (DMP) play a large role in the ad exchange process.

With DMPs’ efficient intelligence layer, publishers have infinite access to user data where publishers can construct targeted audience strategies.

RELATED: More Publishers Act as Media Agencies

DMPs activate and onboard 1st party data, personalize consumer experiences, and report on trends across all audiences, all while linking data points that are associated with users in real (or near-real) time.

Publishers need these native campaigns in their sponsored content to be able to keep up with mobile users, for example.

#4 Why the rise of mobile use transforms our programmatic way of thinking

In order to reach the recent wave of mobile device users, advertisers are left to consider to go native programmatic.

Increased ad spending for slots accommodates this large pool of users, which results in the rise of mobile campaigns. More advertisers are seeking automated matches with suitable ad slots, which shows why publishers should also be onboard in going programmatic.

RELATED: How Brands and Publishers Can Create a Sustainable Native Ecosystem

Publishers need these native campaigns in their sponsored content to be able to keep up with mobile users, for example.

Publisher content that features multi-device campaigns is crucial as this generates more ad revenue. Innovative and captivating content, such as video inventory, is more important than ever in terms of appealing to programmatic advertisers.

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Publishers should consider going native programmatic as well to fulfill these trending needs.

#5 Why publishers should go native programmatic

Advertisers who go native can tap into a new realm of markets through the high use of mobile devices. Featuring ads that are relevant to the content consumed by users is crucial to publishers.

High-quality native ads that can blend in with publisher content yields potentially-decreasing ad blocking and a better user experience.

This is of great benefit to both parties of the programmatic process: advertisers and publishers would both receive high traffic and potentially loyal visitors. With mobile display and video as the future staple of ad distribution, advertisers need all the matching data they can get.

This is why publishers should consider going native programmatic as well to fulfill these trending needs.

This article was originally published on Plista.com and is reprinted here with permission. 

Download our ebook “The Publisher’s Buyers Guide to Native Advertising Technology”

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