Best practice in programmatic native advertising

Chad Pollitt
Native Advertising Institute

Programmatic native advertising

This article is part of a series of articles on programmatic native advertising. Read more

Programmatic native advertising is becoming a major communications channel for both B2C and B2B advertisers. But it needs to blend seamlessly into, and enhance, the content it accompanies. To this end, the creative needs to be valued, and targeted accurately. Chad Pollitt of the Native Advertising Institute offers best-practice guidance for success.

Native advertising has been around for over 100 years. It's existed on most of the different media types in one form or another through generations of marketers and advertisers. From newspapers and magazines, to radio and television, some of the world's most iconic brands have invested in native advertising.