Google Can Now Deliver Native Ads Programmatically
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Advertisers can now buy native ads programmatically in DoubleClick Bid Manager, Google said Tuesday at its DoubleClick Leadership Summit. Publishers can also make their entire native ad inventory on the web and in apps available programmatically.
The move, which was expected, comes nearly two months after the search giant said it would allow publishers to sell native ads in sales where there was a direct relationship with the advertiser. Now no such relationship is required, making it easier for marketers to buy native ads at will across all screens and formats, Google said.
“With the user shift to mobile, users have higher expectations for a great user experience and advertisers and publishers are working hard to deliver on those expectations,” Dan Taylor, managing director of global display and programmatic at Google, told Ad Age. “We’ve all had the suboptimal experience of browsing a well designed mobile site, when a legacy static display shows up and disrupts up an otherwise seamless user experience.”
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