Join us Sept. 14-16 in Miami to connect with top publishing leaders
“Native” advertising can mean all things to all people. Pinning down what exactly it means in an content experience, in particular, is hard.
Digiday asked top publishers for their definition of native advertising. Most used different labels, but the agreement was that native advertising for publishers means crafting ads that fit within their experiences without feeling like intrusions. We asked publishers at the Digiday Publisher Summit to define native advertising for them.
Ryan Manion, CTO, Politico
It’s still being defined. You want to provide the advertiser with the best experience you can and also provide the best experience for the users who want to view those advertisements.
Will Pearson, president, Mental Floss
Native advertising is about taking what the advertiser is wanting to communicate and integrating it with what our users are expecting.
Matt Sanchez, CEO, Say Media
Native advertising is anything that takes on the form of the medium.
Tom Cochran, CTO, Atlantic Media
It’s similar to TV or movies. It’s a way to promote the content of our advertisers in a way that’s more ingrained way that’s built into the design of our properties.
Carolyn Bekkedahl, svp of digital media revenue, Meredith
Advertising that stems from a brand that is more than just one piece of creative. It can be video or text that robustly describes whet a product or service an advertiser has.
Mary Mucko, president of digital sales, Gannett
When we’re able to take advantage of the platform the advertiser’s on.
View the video below for their full responses.
More in Media
Creator industry admits that fee pricing is out of control, but can’t agree on a fix
In the facing of rising creator costs, companies are offering benchmarking tools to level the negotiation playing field, but is it enough?
Media Briefing: The post-traffic era of the open web is taking shape
The open web isn’t dead, but it is changing shape. Publishers are trading search-driven scale for stronger brands and diversified audiences.
USA Today Co. is reformatting content to attract more AI licensing deals
USA Today Co. is testing ways to reformat content for AI bots in a bid to attract licensing deals and unlock new revenue.