Programmatic 2.0: How To Be Successful Selling Native Programmatic

on Programmatic Native

Let’s face it: real-time media buying has reached critical mass. Buyers of all sizes are embracing programmatic advertising to make their media buying more data-driven, targeted and efficient. To quote a former colleague: “programmatic is just a metonym for selling smarter, quicker and richer.” And he said that in 2013.

For publishers looking to boost their bottom line, partnering with a native SSP is now a must-do, not a nice-to-have.

With the rapid growth of mobile traffic, publishers are shifting to a feed design for their content. As a result, in-feed native advertising has emerged as the most effective way for advertisers to capture attention in today’s cross-device, hyperconnected world. Following in the footsteps of banner and video ads (and helped along by the adoption of new OpenRTB standards), native programmatic is becoming the most efficient way to buy and sell native ads. Publishers are now partnering with native-specific supply side platforms such as Sharethrough to help them sell to brands and agencies looking to use the new RTB protocols for purchasing premium in-feed, native inventory.

For publishers embracing this new revenue opportunity, here are some tips to master native programmatic in 2016.

Sell it like a banner ad.

Tactically, native ads are no different than banner ads. All in-feed inventory can be filled with a simple set of creative components, in the same way that a 300x250 display spot can be filled with any image. With the growth of social and content platforms (Facebook, Instagram, Snapchat, Medium, etc.), brands and agencies are creating content at unprecedented levels, which they can then translate into smart and effective native ad executions. The demand is there. Encourage your sales team to sell native ads in the same way that they have traditionally sold banner ads. Just remember to say, “I told you so” when they see sky-high engagement rates.

Maximize your yield.

As with other standardized formats, native advertising has caught the programmatic bug. Since the announcement of the OpenRTB 2.3 protocols, Sharethrough has announced integrations with two of the largest DSP’s in the industry: AppNexus and The Trade Desk. For publishers looking to boost their bottom line, partnering with a native SSP is now a must-do, not a nice-to-have. Yield managers should approach native ads just as they have approached banner and video ads: seeking to facilitate competition in the exchange while maintaining content quality.

With the rapid growth of mobile traffic and publishers shifting to a feed design for their content, in-feed native advertising has emerged as the most effective way for advertisers to capture attention in today’s cross-device, hyperconnected world.

Capitalize on the value of component-based ad serving.

The process of buying and selling native ads mirrors that of banner ads in many ways. But with native ads, buyers and sellers have the luxury of controlling not just one creative asset, but a set of creative components: content URL, thumbnail, headline, description, brand logo and brand name. Capitalize on this feature. Encourage your buyers to experiment with thumbnail A/B testing and use Sharethrough’s Headline Analyzer to optimize for user engagement and drive better performance for your clients.

Develop a full stack strategy.

Open exchange buying is cheaper than private exchange buying. DSP’s implement sophisticated performance-based algorithms that allocate budgets to cheap pockets of inventory with high volumes of data. Private exchanges are about adding transparency, efficiency, and data to brand awareness campaigns higher up in the conversion funnel. Use a bid landscape report to identify buyers that are not winning in the open exchange, and approach them about setting up a private marketplace deal at a rate that compliments your open exchange, without cannibalizing it.