Native ads are growing in popularity as businesses and advertisers have reassessed their marketing spend in a way to better reach audiences during and after the COVID-19 pandemic. Studies show that over 74% of total display ad revenue is generated by native ads. Native ads are appealing to advertisers because they are more likely to grab reader’s attention without being intrusive and produce much higher click-through rates than conventional display advertisements. The way native ads are able to achieve this effectiveness is through their ability to flow seamlessly within the website content so well that it doesn’t seem like advertising at all. Not to mention native ads enhance the appeal of clickability by making content more relatable and interesting.

If you are new to the world of native advertising or are looking into trying a new network, here is a list of the internet’s leading native advertising platforms:

Google AdSense

Despite Google’s reputation as the standard for all things related to the internet, they were actually a bit late to the party when they introduced native ads for AdSense in 2017. AdSense allows you to take advantage of the following options:

  • In-feed ads that appear inside article or product lists
  • In-article ads between the paragraphs of a publisher’s pages
  • Matched Content recommendation tool (promotes advertiser content to visitors for eligible publishers)

Redirect

Redirect is one of the most popular native advertising platforms and for good reason. It allows advertisers to both buy and sell traffic via a real-time bid system. You can also buy displays, email addresses, domains, pops, RON traffic and more. Redirect’s ad location options include social feeds, responsive banners, email newsletters, exit popups and other premium locations. They also provide custom formats such as in-stream placement and advertorials.

Triple Lift

Hence the name, Triple Lift promises their ads will drive you 3x higher brand awareness and purchase intent. They do this by utilizing artificial intelligence and dynamic templates to optimize ads and content for maximum engagement. Triple Lift uses cost per thousand impressions (CPM) and cost per click (CPC) pricing models with a maximum CPM rate of $3. There is no minimum traffic requirement, and the minimum payment threshold is only $50.

TripleLift allows advertisers to post their ad content using the following formats:

  • Branded Video
  • Cinemagraph
  • Image
  • Carousel
  • Scroll
  • Window

Outbrain

Outbrain is another leading native ad platform used by some of the top publishers including BBC and The Guardian. They have a minimum traffic requirement of 10 million page views a month and allow you to choose between CPC and CPM pricing models with the minimum payment being $0. Outbrain offers in-feed and in-article native advertising for both display and video advertisements. They also use intelligent filters to monitor the quality of submitted ads and incorporate content from multiple product-oriented ads. Outbrain intends to keep their standards high by only working with the most popular publishers.

Taboola

Taboola is also one of the most prevalent native ad platforms, being used by The Huffington Post, USA Today, and other top publishers. It is widely regarded as the biggest content discovery platform globally with more than 10,000 publishers and brands in their system and 1.4 billion unique monthly users. Their minimum traffic requirement is 1 million page views a month and they only allow a CPC pricing model with a minimum payment threshold of $100. Taboola offers publishers modern advertising technology such as geo-targeting for placing their native advertisements.




It is important to conduct extensive research before subscribing to any one native advertising platform. This way, you will be able to make a decision that best suits your business’ marketing needs. It may seem excessive to sign up for multiple platforms, especially if you are a new business with a limited budget. If this is the case, consider signing up for a demand-side platform, which consolidates native ad exchanges. It will allow you to buy traffic from many sources and manage your native advertising campaigns all from one interface.

Read more about developing a digital ad strategy for your business in our guide on advertising.

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