One of the hottest trends in advertising, is what is termed Native Advertising. The ads can be in many different forms, but native advertising is described by Wikipedia as ads that appear online, where the form and function of the page on which the ads appear, is closely matched to page content. Although differentiation is required, it is often less obvious. Advertisers may write articles about a product that appears in the same of form as an editorial. The “native” connotation implies that a there may a pseudo connection between the advertisement, and the page content.
One of the companies that is accelerating to the forefront of native advertising, is a Toronto-based startup known as StackAdapt. The company was founded two years ago, by partners Vitaly Pecherskiy, Ildar Shar, and Yang Han, and it now operates the largest native advertising demand-side platform in the world. StackAdapt manages a platform, where more than 30,000 publisher sites can be used for placing ads through feeds run through the companies servers. The company has recently announced that it has run more than 1500 native advertising campaigns for companies and ad agencies that include many of the Fortune 500. The list of clients and partners include agencies AdZouk, mobile advertising platform Inmobi, and the feeds may also appear in the popular blog commenting service called Disqus.
One of the biggest advantages of the use of the native advertising platform is that it is vertical independent and can be used in any industry, it can also be very well adapted for use in mobile, as the ads can be displayed in various formats. StackAdapt sees the current status as an intersection that combines the power of programming capability with the deliverability of appropriately matched content.
The truth is that advertising is still the backbone of the web and is the lifeblood of some of the biggest properties. Giant Google which is described as a technology company, derives almost 70% of its revenue from advertising, and may not incorrectly be described as an advertising company.
Achieving 1500 campaigns within a two-year period, is seen an a major mile stone for StackAdapt achievement, and although there are no projections, by all aspects the outlook for native advertising remains extremely bullish.
The benefits, the company observes, are in the easy scaling with the programming capability. The platform also allows users to install ads that reduce banner blindness, while maintaining higher click-through rates.
Surveys also show that consumers find native advertising to be least intrusive, despite the increase in the use of adblocking software, and StackAdapt, which is privately funded, appears to be ready to accept challenges with new development as the technology advances.