4 Pro Tips For Publishers Building A Native Ad Strategy

Editor?s note:?Dan Greenberg is the founder & CEO of?Sharethrough, the native video advertising company. Dan has been honored as an AdAge ?Media Maven? and was recently named to the Forbes ?30 under 30? list. You can find him on Twitter at?@dgreenberg. Entrepreneurs are rapidly rolling out bold new online media designs that are changing our perception of how content publishers and platforms should look and operate (see Medium, Branch, and Devour). Instead of sites designed solely to maximize page views, we are now seeing an influx of publishers that incorporate content streams, grids and galleries to produce a more fluid, less interruptive content discovery experience. This design evolution has also led to a new approach in monetization, where sites are now being designed from the ground up to integrate native advertising formats, rather than the traditional display ad placements. For those unfamiliar with the term ?native advertising,? it is defined as ad strategies that allow brands to promote their content into the endemic experience of a site in a non-interruptive, integrated way (see the native ad market breakdown here). Dominant social media and content discovery platforms including Facebook, Twitter, StumbleUpon and Tumblr have all chosen not to employ traditional display or interruptive ads and instead incorporate native ads to drive revenue. The next generation of publisher entrepreneurs have taken notice of this shift and are thinking hard about how they can also build advertising formats that can be as native to their sites as Promoted Tweets are to Twitter or Paid Discovery is to StumbleUpon.

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