Recently, I attended a Marketing Event where, I had the opportunity to interact with the industry peers and one of the topic we discussed was, Native Ads. To my surprise only few had little awareness of what Native Ads are, but most remained clueless . Hence I thought Native Ads would be a good topic to blog…
So, does the name Native Ads sound new to you? Even if the answer is Yes, You have most probably used it in the past or presently using it because an SEM/Paid Search ads are technically categorized as Native Ads
So what is a Native Ad? An ad which has the same look and feel as that of the editorial where the ad is located. That ‘s why it is called as Native.Some also argue that apart from Look and Feel, even the content of the Native Ads should be relevant to the editorial where the ad is located
Native ads have been long criticized for misleading users, as it is hard to differentiate them from the actual content.
Most commonly used Native Ads will fall in to any of the below categories:-
- In- Feed Units
- Paid Search Units
- Recommendation Widgets
- Promoted Listings
- In-Ad(IAB Standard) with Native Element Units
Here are some examples of Native Ads:-
Best example of a Native Ad is the below Ad from “Datingfestsg”on asiaone.com. Here the users has to click on “Move forward/backward” button to access the content. When the users move forward/backward to read the latest news, an ad appears just like another content. And moreover the ad is strategically placed between two actual content to decive the user
Sponsored listing on LinkedIn:
Here is a video on Native Advertising
Recommended: Download IAB’s Playbook on Native Advertising
A different perspective on the current issue of blocking 3rd party cookie data by Mozilla..However Mozilla announced yesterday that it is postponing its controversial 3rd party cookie blocking and considering a new alternative called Cookie Clearing House(CCH) which is nothing but a list of websites for whitelisting and blacklisting, thereby the browser will know what cookie to allow and what cookie not to allow..
It is important to note that safari(Apple web browser) has launched similar feature in 2007, but failed to create much ripple due to its lower web browser market share however firefox is among Top 3 web browser just below chrome & IE, hence it is creating noise.
Below you will find the article from the adexchanger, it will throw more light not just on the current issue but to understand what is 1st party/3rd party cookie and its implication.Hope you will find the reading useful
“Data Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Mitch Weinstein, Senior Vice President of Ad Operations at UM.
In light of Mozilla’s announcement that it will block third-party cookies on an upcoming version of Firefox, the buzz around first-party data has skyrocketed. If more and more third-party cookies are blocked, first-party data will grow increasingly important, giving players with access to first-party data a distinct advantage — and potentially changing the way ads are served in the near future.
The definition of first-party data, of course, varies depending on one’s role in the industry. If you are a publisher, first-party data is the information collected on your site through visitor traffic and registrations. If you’re an agency, first-party typically refers to the client’s data, sometimes collected through visitation to the brand site and sometimes through offline methods such as a CRM database. And if you’re an ad network, exchange, or DSP, it could be either one. When agencies and sales reps get together, they have to clarify what they mean by the term “first-party” to avoid misunderstandings.
Some agency ad platforms have been serving from a first-party perspective for several years now. In those cases, when ads are served into a publisher’s site, they are called from the client’s domain instead of the ad server domain (e.g. client.com vs. doubleclick.net or atlasdmt.com). If ads are served from a client’s domain the user has previously visited, those ads are considered first-party content to that user, which means the ad server would be allowed to drop cookies on a future Mozilla browser without the user’s explicit permission.
For advertisers that receive a high volume of traffic, this technique can be effective, but it doesn’t work as well for those with very little visitation. Ad serving platforms like TruEffect are basing their entire business model on this concept.
However, ads don’t necessarily have to come from the client domain to be considered first-party. Mozilla defines first-party as web content with which users have “meaningful interaction.” So as long as someone has visited a company’s site, or clicked on its link, that company’s URL would be considered first-party for that person.
Now think about two of the biggest agency-side ad servers: DoubleClick and Atlas. Google owns one; Facebook recently bought the other. How many of us have visited a Google property and Facebook in the past 30 days (which constitutes “meaningful interaction”)? Pretty much the entire Internet universe, which means these two tech giants will get to consider almost everybody first-party. In this scenario, all DoubleClick and Atlas cookies would be allowed to pass through the browsers’ defenses, even if third-party cookies are blocked by default.
This gives DoubleClick and Atlas a distinct advantage to drop cookies (and thereby collect data) over all other ad servers and data providers. In contrast, few people would be considered first-party to Bluekai, Targus, Exelate, etc., because very few people have visited those sites. Those cookies would be blocked, and those companies would have no way of tracking and collecting the data that makes their businesses so valuable. But DoubleClick and Atlas could track all day long, without any hindrance from Firefox or any other browser that blocks cookies.
Currently, DoubleClick serves from a doubleclick.net domain, and Atlas from an atlasdmt.com domain. In order for them to successfully engage in first-party ad serving, they would each need to change the domain name of their ad servers and run ads from Google.com and Facebook.com, respectively. This is obviously a nontrivial amount of work, both from a technical and a business standpoint, but it could pay off in a big way down the road and provide Google and Facebook with a huge advantage in terms of data collection, targeting, and analytics. Unless, of course, someone discovers a better way to track without using cookies.
Came across this good infographic on Viewable impressions. Hope you find this useful
It is certainly been a while since I updated my blog. I am seriously hoping to make blog update as regular as I could. So my first post in 2013 is Marketing Automation.The reason I chose Marketing Automation is, it is something I am presently working and it is a new territory for me so thought I could share some of my learning here
What is Marketing Automation?
Simply put, Automating your Marketing activities with the help of software is Marketing Automation.
What kind of Marketing Activities can it Handle?
1.Sending out Marketing communications( eDM & DM(triggers your Marketing team to send out DM))
2.Triggers your Telesales/Indoor sales Team to Engage prospect/Customer
3.Integrates with your Customer/Prospect Database and help you segment the Target Groups
4.Set ups Call cycles for your sales teams to follow up
5.Provides analysis/analytics for you to optimize/manage the campaign
1.Integrates offline marketing with Online marketing
2.Abitlity to engage the TG during the full conversion cycle
3. Particularly helpful for B2B as its sales cycle is usually long, so the tool helps you effectively manage the longer sales activities
4. And much more….
Some of the popular Tools:-
Please do research online to know more about Marketing Automation
Quick Share: Came across this nice infographic thought it is interesting enough to share. Hope you find this useful.