Four months after first introducing support for native advertising, Twitter’s mobile exchange MoPub is pitching the solution to all publishers. Consisting of an native ads SDK, a publisher-side ad server, and an RTB extension, the MoPub native product is a “a complete solution for direct sold and exchange traded native ads, delivering the same control […]
Supply-side platform (SSP) AdsNative received Thursday a $2 million injection of funding led by Interwest Partners, raising about $750K in convertible debt prior to this series. The company also released a mechanism called Mediation/SSP, designed to maximize publisher fill rates for in-stream native ads. AdsNative will devote the majority of the funds to getting more publishers […]
If you’ve ever seen an online meme or a viral image (and these days who hasn’t?), chances are you either viewed it through the photo-sharing service Imgur (pronounced “imager”), or it was uploaded there first. Founded in 2009 by then-Ohio University computer science student Alan Schaaf, Imgur has seen its financial support structure evolve from […]
Thrillist Media Group, the digital men’s lifestyle company dishing up everything from visual case studies on alcohol composition to foolproof ways to fight angst on red-eye flights, is banking business growth on branded content. Owner of myriad media and commerce properties that include JackThreads.com, a members-only men’s shopping site; Supercompressor, a newly launched Pinterest-esque buyer’s […]
Scale continues to be one of the most challenging aspects of native advertising, and a growing number of companies are working to solve it. As advertisers look for solutions, a number of trends are beginning to emerge, according to a new report from the research firm Altimeter Group. “We’re seeing two fundamental ways that the […]
Buying MoPub does a few things for Twitter, potentially. It adds $100 million in 2013 revenue to Twitter’s income statement in the months leading up to a probable IPO. It creates an opportunity to monetize Twitter’s valuable data “off-platform” through an internally run mobile exchange. This could work by creating BlueKai-like data segments that would […]
“Native advertising” is a projection of publisher desires to revamp traditional print advertorials. Advertisers, too, like the idea of doing something unique that dovetails with editorial content and looks good across devices without requiring three creative versions. But scalability remains an issue. Ad-tech provider Appssavvy is one of several players looking for ways to combine the […]
After six months in beta, LinkedIn unveiled its “Sponsored Updates” feature for marketers with budgets of all sizes, and mindful of balancing current trends around programmatic, native advertising and content marketing. Alison L. Engel, LinkedIn’s senior director of global marketing, acknowledged that those terms sum up the latest evolution of the professional social network’s advertising […]
At yesterday’s Digitas NewFront, Huffington Post executives said they would offer their native advertising content distribution system exclusively to the Publicis Groupe interactive shop’s clients. While billed as “real-time,” the self-serve content system will post marketers’ content within a two-hour window of receiving the request. “We’re bringing our year-old BrandLive service to HuffPost that will […]
Even as its parent Time Warner works on spinning off Time Inc. into its own separately traded entity, the company has been pursuing a more aggressive approach to programmatic ad sales the past few months — albeit quietly. But it will have to go forward without two champions of that process. Earlier today, Chief Revenue […]
Lifestyle blog network and ad rep firm operator Evolve Media is working on what executives say is a balanced approach to digital sales, albeit one that will continue to tilt more toward direct selling over programmatic methods for at least the next few years. Unlike other digital publishing and ad services rivals, such as Federated […]
While much of the focus on data has been on the way marketers and ad agencies employ it, there are a few companies who work primarily with the editorial side on how best to target their content (and the advertising that supports it) to readers. That space is shrinking a bit today, as content discovery […]
Just two years after Federated Media Publishing founder John Battelle handed the reigns over to then president Deanna Brown so he could step back as executive chairman, Battelle is taking back the CEO position. In an official blog post, Battelle said that Brown told him that she planned to do something “smaller” and directly involving […]
Both major publishers like Forbes and startups like Buzzfeed have found there’s little point in trying to replicate the traditional ad model when it comes to digital. And even programmatic has its limits, in their view. In what was billed as a “debate” on the value or hype of native advertising at the Interactive Advertising […]
In the two months since tech publisher IDG finished a major redesign of its PCWorld, Macworld and TechHive sites, the company is ready to expand the centerpiece of that effort: the “Homepage Hero” box. The box is intended to serve as a front door for each site, displaying a large slot called the “Content Hero,” […]
Publishers, marketers and agency executives are still talking about native advertising, whether it’s to say it’s hype, hope, old wine in a new bottle, or some combination. We spoke with interactive shop veteran Adam Kleinberg, CEO of San Francisco’s Traction, about the headaches and opportunities associated with native ads and whether this model can stand […]
Earlier this week, Thrillist Media Group, publisher of a young men’s local lifestyle guide network and e-commerce app, brought in digital ad sales vet Todd Anderman as the company’s president of sales, marketing and operations. Most recently the chief media and revenue officer of mobile ad targeter Jumptap, Anderman spent much of the past decade […]
In a sense, there’s nothing really new about “native advertising.” Advertorials have been around in some form since modern periodicals first began appearing over a century ago. And now, with Facebook and Twitter inserting “promotions” that are sometimes hard to distinguish from regular user posts, more traditional publishers are giving thought to going beyond sponsored posts […]
By all accounts, real-time bidding is quickly overtaking the remnant inventory business once controlled by display ad networks – next stop, the guaranteed display business. Concurrently, “native advertising” popularized by Facebook’s news feed advertisements, has bubbled up. But, as Magna’s Brian Monhan told AdExchanger back in June, we’re not necessarily talking about something new since […]
