Coast-Change Fuels Growth for Native Ad Platform
Native advertising – ads that resemble the platform on which they appear – is growing in popularity and Los Angeles-based MGID is reaping the rewards.
MGID experienced a 22 percent increase in revenue in Q4 2014, when compared to 2013. Along with native advertising’s growth – more than tripling in three years (see graph) – MGID’s increased revenue stems from its move from New York to Southern California. The relocation enabled MGID to better serve its large entertainment and lifestyle customer-base.
More impressively, MGID’s traffic numbers compiled from comScore indicate that upward of 3 billion visitors visited its platform last year, averaging nearly 9 million visitors per day. These visitors now have access to MGID’s Selective Bidding, which enables customers to set individual bids for each publisher, along with improved retargeting mechanisms and a new approach to mobile traffic distribution, as well as the integration of the MGID dashboard with Google Analytics.
As MGID moves forward with its native advertising offerings, so too does the advertising industry on the whole. The IAB, for example, released its in-image advertising primer in early 2014 to provide a better look at the approach, which inserts a relevant ad over images across the Web (see image). Months earlier the IAB released its native advertising playbook (PDF), which provides guidance for publishers, agencies and marketers on successfully (and ethically) leveraging native advertising campaigns.
“2014 has been an exciting year for MGID and also for native advertising,” said Sergey Denisenko, COO, MGID. “The industry reached several important milestones, including mainstream adoption of the native ad format as well as an industry-wide consensus on ethics and formatting standards. We look forward to a year of innovation as MGID works to make native ads smarter and more scalable to benefit to the entire ecosystem, including advertisers, publishers and visitors.”