Online Marketing

Google Announces New Programmatic Support for Native Advertising

Web advertising comes in many forms. While some are obvious, others are hiding in plain sight in hopes of luring in readers and ultimately converting leads. This is especially true of native advertising, a popular strategy that allows web marketers to plant marketing material masquerading as web content in a way that is subtle and not readily apparent. Native advertising has long had a solid foothold in the digital marketing industry, but has been dwarfed in recent years by easier alternatives. Until now, that is. In November 2015, Google announced the addition of programmatic support for native advertising, creating a much-needed opening to enhance the use of nativity and its presence in the current state of marketing.

What Is Native Advertising?

Native advertising is a technique in which ads are created in a way that appears similar to existing page content in form and function. This can include anything from articles on blogs in the style of existing editorial content to video ads that look like posts on Facebook, creating a user experience that closely mimics what a website has to offer. Native advertising is highly effective in its ability to blend in, allowing a user to experience a marketing message naturally throughout the course of regular web activity. While not a primary strategy for many companies, market research found that 63% of companies surveyed plan to increase native marketing over the next year.

Programmatic Buying and Digital Marketing

Ad placement can be a tricky business, and one that has historically demanded a commitment of time and energy to query companies and bid on available space. Today's digital market simplifies this with programmatic advertising, in which ad space is secured through the use of software rather than human interaction and manual insertion orders. Programmatic buying is highly effective, reducing the time wasted on menial tasks in order to maximize efficiencies while optimizing campaigns and providing tools for planning and strategizing. It's also something we specialize in 😉

Google's Support to Programmatic Support

Google, which operates one of the most prominent platforms for ad purchasing on the web, now offers support for programmatic native advertising through its DoubleClick Ad Exchange, a purchasing network of ad agencies, companies, and third party demand-side platforms. Through this upgraded feature, advertisers can now purchase native ad placement on millions of sites around the world, expanding reach and providing tremendous opportunity for increased optimization. In order to bridge the gap between ad specs and advertisers' custom native formats, Google is offering several basic templates that can be customized to publisher needs. Google's programmatic buying platform has historically relied on standardized ad formats and sizes, a factor that frequently excluded native ads, but with the addition of multiple templates that can be personalized and adjusted as needed, this roadblock no longer stands in the way of automatic buying for native ad space. As available technology grows and develops, so do the ways in which advertisers focus marketing efforts. While Google is not the first platform to support programmatic buying for native advertising, it is certainly among the largest, opening important, valuable doors for advertisers, ad networks, and agencies alike. Native advertising is on the rise whether Google is involved or not, but now that they are, it will be much easier for digital marketers in the industry to step up their game.
Written by Stephanie Lindgren

Steph has a knack for video games, photography and urban exploration. She spends her free time in her apartment that smells of rich mahogany, and is filled with many leather bound books.