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When It Comes To Programmatic, Native Can't But Content Can

  • ClickZ, Wednesday, July 23, 2014 2:28 PM

ClickZ has posted an article written by Ben Plomion, VP of marketing at Chango, arguing that native advertising can’t go programmatic but content marketing can. When it comes to what counts as “native” and what counts as “content marketing,” there is some definition overlap.

Branded articles, blogs, social updates, videos, songs, etc. are all forms of content marketing. Brands might place such content on their own sites and social media pages or buy an audience for their content on specific publisher sites,” the post reads. Some would argue those formats count as “native,” too, but ClickZ says native advertising is “designed to be integrated into a specific site or platform.”

“So, if a brand is running ads through Facebook's News Feed placements, that's native advertising on Facebook because the ads are tightly integrated into Facebook,” the post reasons. “By contrast, if a brand creates a video and simply posts it on its own Facebook page, that's content marketing.”

The post notes that content marketing -- following the above definitions -- are going programmatic, because marketers “can bid on content units the same way real-time bidding (RTB) marketplaces operate for display for advertising.”

Read the whole story at ClickZ »

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