➜ When Native Advertising and Programmatic Collide
The automation principles of the programmatic ad world are starting to be applied to native advertising.
Thanks Digiday for featuring FM and our COO, Walter Knapp in this article!
"Federated Media, for instance, has had its eye on bringing native to scale for years; in October 2011, it acquired Lijit Networks, a large independent ad network, on the belief that native ads can only unlock brand budgets when they are done at large scale through automation. One of the key components to Lijit’s technology, said Federated Media COO Walter Knapp, is its origin as an onsite search engine, which allows it to decipher the content and context of a particular Web page. This is crucial when determining where native content ads should run.
“One of the things that you have to do when you have a very large programmatic business like we have is understand not only the audiences that visit our site. You have to understand every single page on a site,” said Knapp.”