Publishers who employ programmatic are selling at the lowest possible price. After programmatically purchasing its own display inventory, the Guardian found that only 30 pence of every pound spent was making it back to the publisher. From cutting its native ad partners from seven to one, using only Dianomi, publisher Kiplinger expects to nearly double its native ad revenue within two years. Publishers can turn to native as a mechanism for increasing ad revenue on their site. But, to see this value, native must also be done correctly. It all starts with “Understanding what native means to you.”
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