Ad exchanges today rely on so many third party vendors and middle men and that essentially removes a lot of control from underneath them leaving them exposed to vulnerabilities and quality issues. The rise of native ad exchanges, whether it’s for web or mobile apps, is definitely helping in the fight for better ads and against malvertisement (ad popups, mobile redirects, etc) and the way it’s achieving that is by enabling the exchange to fully own the advertiser’s creative.
That being said, it seems it’s hard for the digital advertisement industry to completely move away from the legacy mentality of standard banner advertisement formats that has been tarnishing the modern web for decades.
The internet has changed a lot since the 90s, can we please stop using those historic banner ad formats?
When internet publishers around the globe start taking the user more seriously and begin listening to their frustrations, that’s when they start thinking as a brand and not seeing their products and services from a revenue-first lens. That’s where native advertising shines. Native web advertising is a way that solves the current ad user experience problem, that’s aiding the usage of ad-blockers, as well as helps eliminate “bad ads”.
The native ad exchange simply provides the meta-data around a creative and it’s up to the publisher to present it to the user in a way that adheres to the exchange’s ad policies. Within the meta-data lives the creative assets that includes the title, image, description, video, etc. It’s then up to the publisher to combine that data to a creative template that either they have put together or provided by the exchange as a default template.
The end result is a custom and unique ad experience that fits and flows well with the publisher’s website layout and design.
With that unique experience comes a slew of benefits, but most importantly it achieves the following:
Removes banner blindness
Users have grown custom to the look and feel of the current web’s standard banner ads where they are consciously or subconsciously ignoring them as they navigate and surf the web. With truly native ads, users are offered unique ad experiences that follows the website’s design guidelines that attracts and/or engages the user’s attention.
Eliminates dozens of middle men and third party vendors
Today, we see the growth of native web advertising as a promising and positive sign thanks to many exchanges that have adopted the technology and have been promoting it for years such as Facebook, TripleLift, Sharethrough, AppNexus, Criteo, and Google’s Ad Exchange just to name a few.