Google AdSense has introduced three new native formats that
include: in-feed, in-article and matched content. On Google’s blog, the company
believes these formats provide a unique value proposition. Why? “Native ads can be
placed together or separately depending on the publisher’s strategy. In-feed ad
appear in lists of articles or products, in-article ads appear between the
paragraphs of pages and matched content ads appear directly below articles…”
among other benefits. Google’s goals seems two-fold: first to improve the user
experience, and second to boost publisher’s ability to monetize (after a
muted reception to Google’s AMP and FB’s Instant Articles). There are still
some questions that remain unanswered, for example native advertising must to
be branded with the word “AD” inside a contrasting color. Regardless, it’s
clear the importance of published content; expect Google’s competitors will
also likely respond to this move.
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