Industry Panel Highlights Growing Role of Native & Programmatic Advertising to Aid Targeting & Brand Safety

Written on
Oct 18, 2017 
Adotas  |

Ecosystem representatives see advanced data analysis tools, more in-feed inventory as keys to engagement and scale at affordable prices.

Advertising industry representatives are increasingly emphasizing native advertising and programmatic buying as pathways to more relevant, engaging and impactful campaigns, according to a series of insider interviews conducted by digital solutions provider Theorem and native advertising provider ADYOULIKE.

Based on conversations with executives from companies, including Group M, PHD, Starcom and Mediacom, as well as others from throughout the ecosystem, emerging, data-centric technologies and content-driven creative are increasingly seen as top solutions for issues like ad fraud and brand safety as well as curtailing the impact of ad blockers and overcoming consumer “banner blindness.”

Key findings include:

* Data is the key to cost-effective and efficient digital advertising: Seventy-nine percent of panelists believe data can better ensure brand safety

* The ability to leverage that data is lacking: Seventy-three percent reported a low success rate in integrating data and technology into their strategies, particularly when dealing with native content.

* Automation and artificial intelligence will improve data collection and use: Ninety-eight percent believe AI can help drive more engaging advertising with contextually-relevant, brand-safe placement.

* Programmatic is the smartest way to buy media: Over half rated its importance to their digital media campaigns as 10 out of 10.

* Programmatic native delivers engagement and scale at an affordable price: The combination offers seamless and non-intrusive experiences that bring value to advertisers, publishers and audiences.

* Emerging technologies such as AI need wider implementation: As new entries to the ad tech toolset, adoption remains slow despite the considerable promise.

* Video is a now preferred format: Sixty percent of respondents rated video as very important in their efforts to serve engaging and effective ads.

* Demand for programmatic inventory exceeds supply, especially for native video: Providers remain reluctant to join exchanges, especially for native video.

“This market study not only reinforces the importance of data to advertising today, it also highlights how the evolution of programmatic and emergence of AI are pushing the industry forward,” stated Dominic Finney, Vice President of Digital Strategy at Theorem (pictured top left). “Throughout these Theorem panel based interviews, we could firmly see how leaders from the ecosystem envision the role these technologies will play in enabling a future with hyper-contextually-relevant advertising.”

“Advertising effectiveness is all about reaching the right person at the right time and in the right context,” said Francis Turner, US GM & CRO at ADYOULIKE (pictured left). “Through this market study, we see that the industry recognizes advanced technologies like AI as the key that opens that door and supports campaign efficiency and performance.”

The findings are based on 55 individual interviews from the Theorem Industry Panel incorporating a consistent question set and conducted by Theorem. Participant feedback was provided with the promise of anonymity to ensure the most accurate and honest responses.


ADYOULIKE is a native advertising technology company, offering programmatic solutions that enable brands to scale campaigns across premium and niche properties while ensuring publishers maximize the value of their inventory. The company’s solutions, developed by a team of experts and engineers in s “Native Lab,” have earned honors including BPI France Excellence, Pass French Tech, The Everline Future 50, The BIMA Hot 100, the Inc. 5000 Europe and the Deloitte Technology Fast 500™ EMEA. Since inception in 2011, the company has grown to operate in over 18 countries worldwide. A member of the IAB in the UK, US and Europe, ADYOULIKE is funded by Banexi Ventures, BNP Paribas and Kima Venture.

About Theorem:
Theorem is a global, industry-leading digital advisory and solutions partner to organizations spanning the digital media landscape. Many of the world’s leading publishers and media organizations rely on our consultative offering and global services to help them improve their digital performance.

The Theorem panel is made up of registered panelists from the digital media sector comprising over 1,650 Theorem registered panelists in total.

Headquartered in Chatham, New Jersey, Theorem has offices in New York, Sydney, London, India, and the Dominican Republic.

ADOTAS, founded in 2003, is a premier news publication focused on the Internet advertising and media industry. ADOTAS features a twice-daily email newsletter and web site and is proud to reach well over 100,000 advertising professionals monthly.

ADOTAS was acquired by New York Publishing Group Inc. in May 2007. Our emphasis is on providing the best news and information on media buying, planning, selling, technology and activities of the digital media business to the interactive advertising community. We are proud to have over 100 contributing writers, including the foremost experts in the field.

ADOTAS has built on a tradition of excellence to become the most trusted source of information among leaders in the online marketplace. Professionals read, comment and learn from our publication each day.

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