Ad serving benefits with native ads
Posted: Jan 13, 2020
If you ask the average person how they feel about online advertising, most will probably tell you that they do not like them. The strange thing with that, though, is that every person who has a negative response to ads has more than likely clicked on a few over the years and might have been influenced by the advertising messages in one way or another. Advertising works because businesses would certainly not keep throwing money at campaigns that do not deliver results. Sometimes, though, the ads that we clicked on did not seem like ads at all. These are known as native ads and they are specifically designed to look like a natural part of the site as opposed to a flashing banner that we usually associate with online advertising. Let’s take a look at some of the positives and negatives of native ads.
Less annoyingThe most common complaint about online ads is that they tend to get in the way of the website content. There are often two major reasons: the publisher places ads at unsuitable locations on their website and/or the advertiser uses too big and too flashy ads trying to grab your attention. On the other hand, native ads are meant to fit in seamlessly with the websites where they are placed. They look more natural and often do not have that annoying factor that flashy ads have.
Faster loadingNative ads tend to load much faster than other forms of advertising, and it’s all because of the way they are created and displayed. With a typical ad from ad exchanges or ad networks, multiple third-party ad requests need to be made before it can load. If you have many of these ads on a single page, you can already see how things start to slow down. Generally speaking, native ads involve fewer client-side requests and often use more server-side back-end integrations that naturally make them faster than the rest.
Less likely to be ad blockedOne of the biggest obstacles that advertisers and publishers face is getting around the ad blockers that more and more internet users have installed on their devices. While some sites require you to turn off an ad blocker before you can view content, others turn to native ads and first-party directly-served ads as a more acceptable way of doing business. Native ads can help with this approach because are considered by ad blockers to be a less intrusive and more desirable form of ads. Many ad blocking software allow this type of ads because it does not make many third-party requests with domains that are on the block list.
More technicalWith regular banner or text ads, all you often need to do is copy and paste a piece of code into your website, which even an internet novice can do without too much difficulty. Native ads are a little more complicated to integrate into a website because of the back-end integration. Depending on the native ad server, you may need to have a technical person on staff to make sure that the ads are properly integrated and things are working as expected.
Higher switching costsIf you do decide that native ads are the way to go, be sure to evaluate the ad serving costs and other related costs before making a decision. Due to highly customized setups and few standards, switching from one native ad server to another might involve learning new things and rewriting or adapting existing codes.
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