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IF YOU WANT TO GO HOME NOW…
Native is not an evolved banner
Experiment… a lot
Change more than ad product
Our Product Mission
Build a scalable, flexible branded content machine
A platform with the stability & consistency of display
Support 20 different brands and editorial workflows
Enable unique, experimental revenue models for our sellers
SEPARATE SYSTEMSFOR SPONSORED AND EDITORIAL CONTENT
Completely separate production workflowsAPPROACH #1
Everything served via native ad server
Centrally controlled & scalable
CMS
Publisher ad server
Native ad server
Advertiser ad server
DMP
DISCREPANCIES
ANOTHER CHALLENGE!
Contextual analytics
Analytics
COMBINESPONSORED AND EDITORIAL CONTENT
1-for-1 parity with editorial UX
APPROACH #3
Access to editorial & content optimization tools
Ad / editorial alignment
COMMON DEFINITION OF NATIVE
CREATE A
Native advertising
Branded Content
Sponsored Edit
Sponsored Content
LESSON #1
EXPERIMENT AGGRESSIVELY
LESSON #2 Resist the urge to architect from scratch (you’re going to get it
wrong)
Then, make a big bet to force org & roadmap alignment
AND INVEST HEAVILY ONCE YOU FIND SUCCESS
De-risk while experimenting
BUILD NATIVE INTO YOUR APP
MAKE THE INVESTMENT
LESSON #3
No ad blocking
Low latency
High quality
Editorial wins, too