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Native

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Native SSPs Gain Steam: How Native Is Steering Into Programmatic Channels

Native advertising is no longer just the topic du jour or an interesting addition to a publisher’s revenue strategy. Native is the wave of the future, embraced by both advertisers and publishers in the quest for relevancy and engagement. But diving into native can be trickier than it appears. The…

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Audience Extension for Publisher Marketing: Know Your Objective

Although audience extension campaigns are really about creating inventory by accessing third-party sites, they tend to have multiple purposes.The advertiser may be trying to reach a highly granular segment with limited on-site presence. The publisher may have limited pre-roll video inventory, so they will hunt down their audiences in third-party streams. The…

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Does Native ‘Perform’? Sharing Metrics Advertisers Understand

As publishers are clamoring for solutions to offer more native ad inventory, their reasoning makes sense, intuitively: Native performs better, because users can consume it seamlessly along with content.But try telling that to advertisers in so many words. Advertisers have long been skeptical about the metrics behind stories of superior…

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Content Heads Off-Site: Leveraging Audience Extension for Publisher Marketing Efforts

Not terribly long ago, audience extension seemed like more of a pipe dream than a reality for publishers. Though retargeting has been around since the early days of http cookies, it’s only in the last five years or so that the technology has caught up with its promise, enabling publishers…

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Native in the Walled Garden: Native PMPs Take Root for CafeMedia

The combination of private marketplace deals and a native ad strategy together sounds like a clear winner for publishers. It’s the digital media equivalent of a Scrabble double word score, or dropping the chocolate in the peanut butter, or the falafel burrito on the menu at a little Mexican/Middle Eastern…

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How The New York Times Went Native, Ditched Mobile Banners and Embraced Platform Publishing

If you're a brand that wants to push out a native advertising campaign that consumers find genuine and meaningful -- as "native" as it gets, really, on a premium publisher property of inimitable quality -- one of the best things you could do is to have the publisher develop the…

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Picture This: A Conversation About Today’s In-Image Advertising Strategies

The challenge for digital publishers, in a nutshell: Keep your business profitable enough to continue producing quality content, via an ad-supported model... while acknowleding users' awareness of, and frequent resistance to, being advertised to... while also confronting advertisers' increasing hesitancy to pay for any ad space users can't see easily...…

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Popular Demand: How Yield Management Can Attract New Buyers, Higher CPMs View Documents Log Edit Track

If you want to hear about real-life examples of how a historic, trusted but largely regional publication can adapt to and thrive in digital, Ray Faust is one of those people you’d want to talk to. The VP, National and Emerging Sales at the Star Tribune Media Company helped lead…

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