# 1 – Native advertising is on a rise (and this is just the beginning)
Native advertising has become one of the fastest growing market segments in the advertising and content space. According to eMarketer, increased mobile use of these venues has fueled much of the growth, since native ads work best in the content streams that people tend to access on smartphones and tablets. In the US alone native ad spending is forecasted to reach $5 billion by 2017.
# 2 – Native advertising growth comes on the account of traditional display advertising
Although overall digital spending will most likely rise in the coming years, it is safe to say that the exceptional growth of native advertising will come on the account of traditional display advertising. In other words, larger portions of the display advertising budgets will be diverted to native advertising, creating a threat to players in the traditional ads market, and an opportunity to those who can embrace this change.
#3 – Fits well in the ad networks’ portfolio
Over the years ad networks have evolved to offer a wide variety of advertising formats. From the traditional banner ads, they have expanded their portfolios to include dozens of different ad types, such as floating ads, interstitial ads, and more. Today some networks have even expanded their portfolio to include video pre-roll ads. Native advertising can be regarded as yet another expansion of the existing portfolio, and sold as just another format or channel in an overall comprehensive ad campaign.
# 4 – Leveraging existing relationships
For ad networks adding native advertising does not mean changing their business. Essentially ad networks are a technological intermediary between advertisers and publishers. They are the link that connect a multitude of advertisers with a multitude of publishers to deliver the optimal results for both parties. Becoming a native adverting network or adding native advertising to their existing networks conforms with their existing position in the supply chain, forming a value added technological platform that connects a multitude of advertisers with a multitude of publishers. Unlike new network players that must build up the supply and the demand sides in order to provide value to both parties, ad networks can simply leverage their existing relationships to form a viable native advertising network.
# 5 – Time-to-market
If you were convinced by all of the above, you are probably saying “ok, but building a native advertising network takes a lot of time and requires a huge investment. By the time ad networks will actually provide this offering, it may be too little too late.” Well, you may be right, but luckily there is a solution. my6sense offers a fully-featured ready-to-deploy white label native advertising platform. This means that ad networks can almost immediately build their own native advertising network and expand their offerings to include native advertising. The programmatic native advertising platform supports both web and mobile and is based on a unique patented recommendation technology that combines content analysis with users’ preferences. So instead of just matching marketing content to the publisher’s content, my6sense focuses on each individual user, delivering the most relevant content and ads at any given moment.