The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Ad Formats
Native Advertising
Ads designed to blend in with the look and feel of the content surrounding them, matching the visual style, format and tone of the editorial environment. Rather than looking like a banner ad, native ads feel like a natural part of the page.
HOW IT WORKS
Native ads are served as a set of components: headline, image, body text, logo and URL (Uniform Resource Locator). The publisher's website assembles them in a way that matches their design. They are bought and sold programmatically through native ad exchanges and DSPs (Demand-Side Platforms). Formats include in-feed articles, sponsored content, recommended content widgets and in-app native units.
EXAMPLE
A financial services company sponsors an article on a news website. The article appears in the news feed styled just like editorial content, with a small Sponsored label. It discusses personal finance tips with a soft call to action at the end. Click rates are three to five times higher than standard display.
RELATED TERMS
In-stream video | Ad exchange | Programmatic advertising | Outstream video | CTR (Click-Through Rate)
