Navigating the Path to a Successful Native Strategy
What is native?
Ask three ad tech executives and you get four different answers.
Absent a standard definition, marketers and developers have built and implemented native placements in a variety of ways. At the 2015 Millennial Media Partner Summit, I moderated a panel about the native advertising strategy with Jeremy Hlavacek (VP of Programmatic, The Weather Company), Wilson Kriegel (Chief Business Development Officer and General Manager, PicsArt), Jeremy Sigel (Director of Mobile, North America, Essence), and Ben Phillips (Global Head of Mobile, MediaCom).
Key takeaways from the discussion included:
- The definition of a native ad can vary.
- It is possible to combine the standardization and customization required to do native at scale.
- Publishers should try to simplify the execution as much as possible.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.