MoPub at Programmatic I/O: Native Ads Best Practices

Thursday, November 03, 2016
By: Natalie Breitbach

MoPub’s Director of Professional Services, Casie Attardi , took the stage at AdExchanger’s Programmatic I/O conference in New York City on October 26, 2016 to share best practices for mobile programmatic native ads. Read on for a highlight of best practices on both the buy-side and sell-side — and catch the full video of Casie’s talk below.

First: native in-app ads are both successful, and growing. Casie mentioned that on MoPub Marketplace, native ad inventory increased 251% year-over-year (Q1 2016 vs. Q1 2015), and native ads saw a 220% higher CTR compared to 300x250s in Q1 of this year.* She also noted that according to a study by Qualtrics, 58% of US millennials say that they prefer native ads — a greater proportion than the combined percentages of those who prefer other ad types.**

So how can publishers and demand partners take advantage of native ads? Success at scale depends on standardization. Casie’s technical recommendations for publishers included:

publisher-native-best-practices

Correctly using the five assets that make up standard native ads (title, icon image, text, main image, and call to action) and leveraging pre-caching can help ensure a smoother ad experience for users, with a great-looking ad and reduced latency.

Technical recommendations on the demand-side followed those for publishers:

buyer-native-best-practices

Following the IAB’s OpenRTB Dynamic Native Ads API specifications, accounting for pre-caching and how your technology partner counts impressions, and helping to clarify the value of native ads for marketers (including reduced operational overhead in the planning phase) will all help ensure successful native campaigns.

For a deeper dive into these recommendations and more, check out the full video of Casie’s presentation below.

Video courtesy of AdExchanger

*Global Mobile Programmatic Trends Report, MoPub, Q1 2016
**Qualtrics, 2016

This data is provided “AS IS” and for information purposes only, and while efforts are made to ensure accuracy, errors may arise.

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