IAB Native Advertising 2 — Questions and Answers
Question 1: What is programmatic native advertising?
- Automatically assembling and serving native ad components (headline, image, description) using programmatic technology (Correct answer)
- Native ads sold exclusively through private marketplace deals
- Using automation to create native ad creative content
- Native advertising on programmatic-specific publisher platforms
Correct 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.
Question 2: What is the openRTB Native Ads Specification used for?
- Defining the standard data fields for transacting native ad inventory programmatically via RTB (Correct answer)
- A specification for creating open-source native ad templates
- Standards for native advertising disclosure in RTB transactions
- A protocol for native ads in open-source publishing platforms
Correct 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.
Question 3: What is a paid search ad and why is it considered a form of native advertising?
- Ads appearing within search results that match the look and user intent of organic search results (Correct answer)
- Search engine marketing campaigns that are paid for by sponsors
- Native ads optimized for voice search platforms
- Ads that appear in the paid section at the top of a website's internal search
Correct 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.
Question 4: What is social native advertising?
- Paid ad formats on social media platforms that match the appearance and behavior of organic posts (Correct answer)
- Advertising created by social media influencers on behalf of brands
- Ads on social platforms that allow native sharing and commenting
- User-generated content that brands pay to boost as advertising
Correct 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.
Question 5: What does 'editorial adjacency' mean in native advertising?
- Placing native ads near editorially relevant content to increase ad relevance and consumer receptivity (Correct answer)
- The legal requirement to separate advertising from editorial content
- Native ads that are created by a publisher's editorial team
- Adjacent native ad placements on the same page competing for attention
Correct 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.
Question 6: What is brand safety in native advertising?
- Ensuring that native ad content appears adjacent to brand-appropriate content and not next to offensive or damaging editorial (Correct answer)
- Protecting branded content from being copied by competitors
- Security measures preventing ad creative from being altered by publishers
- Legal review processes ensuring native ads comply with advertising regulations
Correct 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.
IAB Native Advertising 2
What is programmatic native advertising?