Native Advertising - Outbrain

February 3, 2021

Article: https://www.disruptiveadvertising.com/marketing/outbrain-advertising/

Disruptive advertising is a very strong subject these days. This article nicely sets the tone to what Native Advertising is, and what is the need to have it.

Nowadays, we are bombarded with ads, we see them everywhere. In our phones, in TV, on our computers, sometimes without even noticing. Little do we know how much work goes in to provide us the exact ad that we will be most possibly drawn to. 

Both publishers and advertisers form part of a network of ad inventory which is shared, analyzed and sold/bought, which in turn shows up in our devices. The goal of companies such as Outbrain is to act as the consolidator of such inventory and create the means to match publishers' sites and advertisers perfectly. They follow a PPC pricing strategy, so the more exact their algorithms are, the more money they make.

In particular, Outbrain focuses on Native Ads, which are articles which show up next to related information on the web or social media.

I wonder how this technology will evolve during these times where having the exact information that users will need is such a big thing.