DOs DONTsNATIVE

We’ll cover challenges in three areas !

Product !

Technology !

Operations

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

What did we try?

SEPARATE SYSTEMSFOR SPONSORED AND EDITORIAL CONTENT

Completely separate production workflowsAPPROACH #1

Everything served via native ad server

Centrally controlled & scalable

QUALITYTHE CHALLENGE

Exacerbated ad/editorial divide

Weak storytelling tools

QUALITYTHE CHALLENGE

Exacerbated ad/editorial divide

Weak storytelling tools

A HYBRIDAPPROACH #2

A HYBRID

Editorial CMS for branded contentAPPROACH #2

Ad server for promotional drivers

COMPLEXITY

Complicated tech change managementTHE CHALLENGE

Insane production coordination

13 steps across at least 6 teams … for each and every campaign

Ad blocking

LatencyDISCREPANCIES

ANOTHER CHALLENGE!

DISCREPANCIES

ANOTHER CHALLENGE!

Native ad server

Advertiser ad server

CMS

CMS

Publisher ad server

Native ad server

Advertiser ad server

DMP

DISCREPANCIES

ANOTHER CHALLENGE!

Contextual analytics

Analytics

COMBINESPONSORED AND EDITORIAL CONTENT

APPROACH #3

COMBINESPONSORED AND EDITORIAL CONTENT

1-for-1 parity with editorial UX

APPROACH #3

Access to editorial & content optimization tools

Ad / editorial alignment

What did we learn?

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

DOs DONTsNATIVE