My6sense Presentation at Israel AdTech 2018: Unlock Native Advertising - Putting Publishers & Marketers Back in Control

My6sense’s CEO Avinoam Rubinstain presented yesterday at Israel AdTech 2018 and said that today it is clear that native advertising is taking center stage, becoming mainstream and growing faster than the overall display market.

In 2017, for the first time, US advertisers spent a majority of their digital display dollars on native placements, with the markets worldwide following suit. Furthermore, Native Advertising is forecast to become a $100B market in 2021 with Native Programmatic dominating the market.

For more details see the full presentation from the conference. You can read about the evolution of Native advertising, review Native Advertising and Native Programmatic forecasts, and learn how to put Publishers and Marketers back in control.



Our BI Research Shows – A Mix of Native Ad Units Generate the Highest Engagement Metrics for Marketers and the Greatest Revenue for Publishers

Though recommendation widgets are the most popular type of native ad units and generate the greatest revenue, optimal native ad performance on both the demand and supply side is achieved by running the range of native ad units.

New York, NY –  The range of native ad units now available have powered native ad spending past all other forms of display advertising in 2017, according to analysis from Poynter.

But are all native ads equal for marketers and publishers?

To answer this question and gain a greater understanding of the range of native ad units, the my6sense data analytics team analyzed billions of recommendation widget, in-feed and in-ad native ad units served via my6sense’s white label programmatic native ad platform in the last 6 months of 2017.



On the supply side, recommendation widgets are the most profitable among the native ad units, followed closely by in-feed ad units, which are 20% less profitable than recommendation widgets. Recommendation widgets provide publishers with an

effective way to recirculate organic content which increases publisher engagement metrics including time spent and pages viewed while also generating revenue from the additional ads viewed. In-feed ads earn the highest revenue per ad but generate a lower RPM (Revenue Per Thousand) for publishers since recommendation widgets include multiple ads in the same ad unit.

In-feed units provide the supply side with a new revenue stream when they appear within content lists and articles. Among the three primary native ad units, in-ad units generate about one quarter of the revenue of recommendation widgets, yet are quick and easy to implement at scale on standard banner placements with no required layout changes, while they outperform traditional banner ads from both revenue and user experience perspectives.

On the demand side, in-feed ads generate the highest CTR and user engagement, 2.5 times greater than ads in recommendation widgets and about 10 times higher than ads within in-ad units. The ratio was similar when comparing effective CPMs for paid ad items across these three types of native ad units.

The strong performance of in-feed ads for brand campaigns is the result of the exclusive presence they receive as the only ad in view with larger images and longer texts, resulting in higher engagement rates. While in-feed ads dominate for branding campaigns, recommendation widgets and in-ad units, which are more cost-effective, perform better for direct response campaigns.

Though each of the three native ad units is unique, the best performing native ad campaigns for advertisers are those running with optimized A/B creatives in recommendation widgets, in-feed and in-ad units combined. And on the supply side, the combination of all three ad units results in the greatest revenue rates for publishers.

“In the same way Olympic champions utilize a broad range of training activities to achieve peak performance, my6sense marketers achieving the highest engagement rates and publishers generate the greatest revenue by running all three native ad units in parallel – recommendation widgets, in-feed and in-ad,” said Avinoam Rubinstain, CEO & founder, my6sense.

Which native ad units are the most popular?

Recommendation widgets are the most popular form of native ad units (38%), followed by in-feed units (30%), in-ad units (25%) and finally textual and custom designs (7%).

Despite the smaller screen size, native ads on mobile devices generate twice the CTR of native ads on desktops, though the effective CPM is 30% lower on mobile because advertisers still pay more for desktop ads.

my6sense provides the only fully programmatic native exchange solution for multi-item native ad units combined with comprehensive organic content recirculation, enabling clients and partners to easily mix recommendation widgets, in-feed, in-ad units and any other custom native ad units with any number of ad items on the page.

About my6sense

my6sense offers an open programmatic white label native advertising platform for ad networks, media trading companies, group publishers, DSPs and SSPs. The company’s highly specialized technology combines the best of what is offered by both traditional native and advanced programmatic ecosystems to offer the best of both worlds in one holistic end-to-end solution. As a white label ready-to-implement fully featured solution, my6sense’s flexible model works with any business blueprint, supports all ad units and comes equipped with a suite of tools for full control and customization. Digital Intuition®, the company’s powerful patented optimization algorithm, provides advanced content personalization by optimizing the performance of both organic content and native ads.

my6sense’s Cross-Network Exchange offers out of the box scalability by interconnecting media groups and 3rd party demand and supply providers to an open programmatic RTB exchange. For more information, please visit

5 Predictions for Native Advertising in 2015

  1. Wide spread adoption – It is already clear that native advertising has grown tremendously in the last couple of years and is likely to continue growing throughout 2015. As traditional display ads struggles with CTRs, more advertisers are moving their budgets to native advertising, where they can reach out to their audiences and connect with them in a much deeper manner.
  2. Integral part of the advertising eco-system – Despite its tremendous growth, its clear that native advertising has not reached critical mass yet. The main reason is that native advertising players, such as Outbrain and Taboola, are currently offering their own closed networks. Although these networks offer value to advertisers and publishers, the advertising market comprises a huge eco-system of network players, such as ad-networks and ad-exchanges, which cannot participate in such closed networks. In 2015 we will see this advertising eco-system making substantial moves into the native ads space. The IAB is already hosting important discussions with industry players to figure out how to create industry standards that will allow native advertising to become an integral part of this thriving eco-system.
  3. More types of ad-units – traditionally native advertising was offered in the form of content recommendations, which appeared in a content recommendations widget at the bottom of a news article. The IAB has since published its native advertising playbook, listing 6 standard types of native ad units, including a variety of In-feed ads, In-ad with native elements, recommendation widgets, paid search units, and more. In 2015 we will see how these multiple formats play a larger role in the native advertising field.
  4. Programmatic open platforms – this is probably the most important trend for native advertising. In a recent article on, Joe Pych argued that “…until creative production and media buying systems adapt to native advertising, it will be difficult to justify large media investments because of the high transactional costs involved in securing the inventory.” In other words, native advertising has to become open and standardized, allowing “hands-free” purchasing and placement of ads across different networks. This means that technology vendors in this market should not only offer a native advertising network, but rather a native advertising platform that is open and allows various market players to build their own networks which eventually will be interoperable between each other. Historically this is exactly what took place in the traditional display ad space and this year I think will start to find its way into the native advertising market.
  5. Mobile – today it is clear that mobile devices are taking center stage in world wide media consumption. In some countries mobile content consumption has even surpassed the 50% mark. Yet in terms of advertising, mobile poses unique challenges that have to be addressed in a different way. The small screen sizes in mobile devices mean that there is less available “real-estate” for advertising, and consequently less revenue opportunities for publishers. Advertisers are also challenged by these screen sizes as there is a natural trade-off between effectiveness and intrusiveness. Native advertising offers an optimal balance between effectiveness and intrusiveness. However, it is clear that merely using native ads formats that were designed for desktops/web on mobile devices will not maximize its potential. In 2015 we will see more of these mobile-specific native ads as well as brand awareness advertising that leverages the native ads user experience.

Native advertising the future for ad networks

Ad networks have come a long way. This short video shows the evolution of ad networks and how the display ad market has evolved to become extremely sophisticated, with ad exchanges, programmatic, and real-time bidding. But of course the essence of these networks is to find the relevant target audiences for advertisers and maximize monetization for publishers. However, over time users have started ignoring banner ads, developing, what is called “banner blindness”. According to research “users focus only on the parts of the page where they assume the relevant information will be, small text and hyperlinks. Large, colorful or animated banners and other graphics are in this case ignored.”

To address this challenge, new online ad formats have emerged, with dozens of different ad types, such as floating ads, interstitial ads, and more. Some ad types combine rich media, while others try to use a more “content-like” approach. In parallel, some ad networks have also expanded their offerings to the video space, offering video ad formats such as video pre-rolls.

The cure for banner blindness – native advertising

Back in 2013 Mashable has published a survey saying that 34% of publishers intend to add native advertising to their sites. And in March 2014 eMarketer predicted that native advertising could become the new and important revenue stream for publishers and advertisers that could solve the otherwise “flat” online display ads industry. This strong trend makes sense, as advertisers and publishers are finding that native advertising, in its different forms, outperforms traditional display ads. This means that as time goes, larger portions of publishers’ banner space and the advertising budgets will be redirected to native advertising, creating a real threat to ad networks.

What does this mean for ad networks? 

As the famous saying goes, “if you can’t beat them join them”. Ad networks who will be directly influenced by this trend can choose to turn the threat into an opportunity. Native advertising can be easily regarded as a natural extension of the ad networks’ current offerings; as just another type of advertising among the wide variety that most of them are offering today. Their unique position, between the advertisers and the publishers can be leveraged to harness this opportunity.

What should ad networks do?
Ad networks cannot just use existing native advertising solutions. If they want to be consistent with their current position in the supply chain, they should create their own native advertising network.

How can advertising networks create a native advertising network?

From the business perspective, many ad networks are well positioned to form a native advertising network – they have close relationships with both advertisers and publishers, and can leverage their market position by offering a full solution, which combines display ads, video ads, and now, native advertising.

From the technological perspective, ad networks can rapidly offer a native advertising solution by using my6sense’s ready-to-implement white-label native advertising platform. The my6sense platform supports both mobile and web native ads that are delivered programmatically, based on users’ preferences and tastes.

To learn more about my6sense’ white label native advertising platform – visit