Will Native Ads Capture Your Digital Attention in 2015?
Native ad technology platform TripleLift announced it has signed an agreement with The Atlantic to be the platform for the brand's integrative native advertising effrorts across its portfolio of sites.
TripleLift’s platform will enable The Atlantic’s integrated marketing team to deliver branded advertising messages that match the look and feel of its site without comprising the integrity of the brand’s original visual content. Through the use of proprietary computer vision technology, TripleLift’s system analyzes unique image data to determine how to crop the image and ensure the most optimal elements of the advertising image are presented and rendered at the ideal aspect ratio, all while fitting the form and function of The Atlantic’s site. Ultimately, TripleLift’s platform will ensure there are absolutely no burdens on The Atlantic in terms of additional back-end technology or staffing to execute these ads.
"Creating & scaling custom, high quality, digital advertising across platforms can be challenging and weigh on resources. TripleLift's native ad platform enables us to deliver beautifully integrated advertising experiences with increased efficiency,” said David Minkin, Executive Director, Revenue Operations of The Atlantic. “We chose to partner with TripleLift because its technology fits naturally within our ad operations workflow, which will improve our production capabilities without skipping a beat."
The announcement coincides with results released by a TripleLift-sponsored IAB study of over 5,000 consumers on their perceptions of native advertising. The general consensus is that consumers want and trust in-feed sponsored content more than banners and other forms of blatant advertising on websites. When sponsored content is relevant to the reader, 54% of consumers have increased favorability of the publisher serving the ad.
A screenshot of the TripleLift native ad examples are below...