Native Advertising Flashcards

What is programmatic native advertising?

Answer: Automatically assembling and serving native ad components (headline, image, description) using programmatic technology

Programmatic native combines native's editorial format with programmatic's automated buying by assembling separate ad components (headline, image, copy) dynamically to match each publisher's style.

What is the openRTB Native Ads Specification used for?

Answer: Defining the standard data fields for transacting native ad inventory programmatically via RTB

The openRTB Native Ads Specification extends the openRTB protocol to support the transactional exchange of native ad inventory, defining bid request and response fields for native components.

What is a paid search ad and why is it considered a form of native advertising?

Answer: Ads appearing within search results that match the look and user intent of organic search results

Paid search ads (Google Ads) are considered native because they appear within search results using the same format as organic results, matching the environment where users are actively seeking information.

What is social native advertising?

Answer: Paid ad formats on social media platforms that match the appearance and behavior of organic posts

Social native advertising includes promoted posts and sponsored content on platforms like Facebook, Instagram, and LinkedIn that appear in-feed and mirror the appearance of regular user content.

What does 'editorial adjacency' mean in native advertising?

Answer: Placing native ads near editorially relevant content to increase ad relevance and consumer receptivity

Editorial adjacency in native advertising means placing sponsored content near thematically related editorial content, improving relevance and making the ad feel more natural to the reader.

What is brand safety in native advertising?

Answer: Ensuring that native ad content appears adjacent to brand-appropriate content and not next to offensive or damaging editorial

Brand safety in native advertising ensures that sponsored content doesn't appear alongside controversial, offensive, or brand-damaging editorial content that could harm the advertiser's reputation by association.