AdUnity introduces native distribution ad formats to AUX, (the AdUnity Exchange), Europe’s leading multi-screen pure-play publisher focused exchange.
A simple and transparent way to go native
Native advertising has become a recognised additional source of publisher advertising revenue, with many advertisers allocating budget to this fast moving category of advertising. Native is a particularly important format for mobile inventory as it provides a user-friendly way to exploit feed design layouts that are dominant on smaller screens. The problem with native is that it is yet another type of programmatic demand for publishers to understand, manage and exploit (on top of traditional display, video and special formats). Not only that, but native advertising is complicated and means different things to different people. In fact, native advertising is not a single entity but rather a range of opportunities and challenges for Publishers.
AdUnity provides a portfolio of tools and products to enable and manage native advertising for Publishers: from the very basic native distribution ad formats to the more complicated and bespoke Publisher hosted formats. We do this with a simple focus: to maximise ad revenue for Publishers. Our approach is to bring together all kinds of quality programmatic buyers and provide Publishers with a transparent way to sell their media. AdUnity has simply added native to the mix of formats and demand options available to Publishers. This means it is easier for Publishers to start working and experimenting with native, by simply adding new native placements or allowing existing placements to switch between native and standard formats depending on demand. For Publishers using AUX, we provide all options for native distribution ad formats (as defined by the IAB). For Publishers using our ad server or SSP, we provide the tools to create bespoke Publisher hosted formats.
AUX is the best way to tap into native advertising budgets
There are four reasons why we have the best native advertising solution for Publishers.
How programmatic native ads work
Native ads are created when “assets” from advertisers are combined with the styling of a site to create an ad that closely matches the look and feel of surrounding content, so it does not disrupt the immersive user experience. These “assets” from advertisers are the creative elements of the native ad (i.e. headline, call-to-action message, thumbnail image, description, brand logo). AUX assembles these components in real-time into multiple formats and styles to fit each Publisher’s unique look and feel. AUX native formats are automatically scalable and available in any dimension to fit any placement size.
We give Publishers the ability to customise the look and feel of their native ads so that it matches their site’s design, giving complete control over the number, size and layout of thumbnails, as well as hover effects and the appearance of text.
AUX provides programmatic native formats to Publishers on a CPM basis.
We conform to IAB standards and guidelines
AdUnity follows industry standards so in this case, we use OpenRTB 2.4 and Dynamic Native Ads API 1.1 The native advertising demand available on AUX are the Native Distribution Ad Units defined by the IAB (see IAB UK Content Native Definitions Framework). The Native Distribution Ad Units we provide are:
In addition to this customer of our ad server or SSP will also be able to sell content-based advertising, i.e. commercial content that is jointly publisher/advertiser controlled (e.g. online advertorial, advertiser funded content or advertisement features) and is designed to fit the format and style of the surrounding editorial content.
EU rules applicable to native advertising
Site visitors should be able to distinguish between editorial and commercial content. It may sound paradoxical but for native advertising to be successful it must appear less intrusive than a standard display ad, whilst on the other hand, it should be clearly identified as advertising. This is simultaneously an ethical, stylistic and legal issue.
The laws relevant to native advertising are Unfair Commercial Practices Directive (2005/29/EC) and E-Commerce Directive (2000/31/EC). These directives do not only apply to advertisers, but can, in different circumstances, apply to Publishers, and other marketing practitioners. Hence we provide compliant templates to make it easy for Publishers looking to sell native ad placements to follow practice recommendations. We work with IAB Europe’s easy to follow good practice guidelines (see How to Comply with EU Rules Applicable to Online Native Advertising), these are summarised as follows:
ADUNITY is a publisher focused ad technology company based in the UK with offices in both London and Bucharest. We deliver trust, transparency and advanced technology in the programmatic ecosystem. AdUnity provides transparent trading platforms for publishers (no black boxes) and does not operate an arbitrage model; just a flat revenue share. We comply with the latest programmatic standards (OpenRTB 2.4) and format standards (HTML5, VAST 2.0, VPAID 2.0, MRAID 1.0, Native Ads API 1.1). AdUnity works with the largest media and agency groups in Central and Eastern Europe and Turkey.
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