How Brands Can Remain Human When Native and Ad Tech Collide
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John Oliver gave a blistering rant on native ads earlier this month on his HBO program, “This Week Tonight.” He equated the lowering of editorial’s long-held barrier with advertising departments to a surgeon ripping a patient’s heart out and thinking it doesn’t matter — that readers’ trust in their news source is, in fact, all that matters. I can only imagine what he’d think if he knew that native advertising is now being discussed as moving toward a programmatic model.
I believe that native ads and content marketing will never be bought 100% programmatically — there are too many nuances to ensuring that content and the publication align. Humans will always play a role.
When it comes to native ads, I see the primary challenge coming from aligning branded content with a specific publication, and feeding back data to brands that allow them to adjust what they create over time.
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