Advertisers can extend their buys across all of IDG’s sites, paying on a CPM basis. If they want even more reach, IDG can distribute the content to other publishers using Nativo, the tech provider behind IDG’s native platform.
Integrating Nativo’s technology was made easier by the fact that it needed only one main point of integration: IDG activates content on its O&O properties with its global content management system, Apollo. Implemented last September, it added features like lazy loading (when articles and ads load when a user scrolls down) across 1,000 properties. The consistent content management system made it easier to add features like native to all the sites.
With all its native tech in place, IDG will seek out advertiser budgets for native. Market forces are in IDG’s favor: Friedenberg cited a BI Intelligence estimate that native advertising will grow to $21 billion by 2018.