Native Ads are a concept that have dominated the ad tech industry over the last years. Even though the benefits of this novel concept are undeniable, media buyers’ adoption has been less enthusiastic than anticipated.
The main reason for this is that Programmatic Media Buying struggles to satisfy the needs of the traditional media buying model. 1)http://www.inc.com/bill-carmody/problematic-programmatic-media-buying.html
The magic sauce which solves these issues and makes native ads relevant within the spectrum of media buying and especially brands, is called a Native Private Marketplace, or Native PMP.
What is a Native PMP?
A Native PMP is the optimal way to make native ads work for any type of media buying campaign.
With Native PMP, the best aspects of traditional and programmatic media buying are combined in order to deliver the best results to advertisers and the best experience to app users.
More specifically, a Native PMP addresses the following common media buying needs:
- Enhanced advertising experience
Mobile advertising is booming since the mobile screen is viewed hundreds of times by billions of people on a daily basis. However, many brand advertisers do not want to see their powerful brand being reduced to a small banner at the edge of a small screen. 2)http://www.adotas.com/2013/03/study-86-of-consumers-suffer-from-banner-blindness/
A Native PMP brings the mobile screen back into the game by allowing multiple placements to show the same ad in the same screen of an app, delivering powerful brand messages.
Example of Native PMP in a news app via GIPHY
- Guaranteed viewability
Advertisers, publishers and exchanges seem to have different ways of measuring impressions and this creates friction among everyone involved. With Native PMP, media buyers are the ones who decide the rules of the game! They can choose the specific placement of the ad within an app, and set the conditions that need to be met in order to count a valid impression.
- Brand safety & Optimized performance: Handpicked premium inventory
With a Native PMP, a media buyer is able to select specific premium apps from transparent traffic sources. This helps advertisers achieve both high performance and brand safety by showing ads only in well-known apps with high quality standards.
- Budget-efficient scaling
The uncertainty of an auction is a very common issue that media buyers face when dealing with programmatic buying. With a Native PMP, media buyers are able to specify the number of impressions they want on a fixed price and skip the auction. At the same time, they are able to pause the bidding in case the performance does not meet their expectations. This enables much safer and more impactful budget handling that serves the needs of their campaigns.
- Sophisticated audience targeting
Native PMP allows advertisers to choose not only specific apps to show their ads in but also specific audiences within those apps. By setting up the right filters (such as geography, demographics, interest categories and usage patterns) media buyers can laser-focus their ads on the audience that makes sense for their campaigns goals.
In a nutshell, Native PMP was created by Avocarrot as the gateway from traditional to programmatic media buying.
Send us your desired Native PMP setup on firstname.lastname@example.org and you will receive a list of premium apps on special discounted prices within 24 hours.
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