The document discusses bringing native and programmatic advertising together. It provides an overview of native ad formats and how they are seen as less intrusive than banners. It discusses how programmatic buying through real-time bidding can help target native ads using mobile data and audiences. Best practices for buying native ads programmatically include selecting a demand-side platform, meeting Open RTB 2.3 standards, defining key performance indicators, and choosing an attribution partner focused on mobile. Q&A follows on using the InMobi exchange and Adelphic as programmatic solutions.

1. Bringing Native And Programmatic Together

2. Agenda
Mobile App Ecosystem (in app vs. mobile web)
User Attention
Ad Formats: Focus on User Engagement
What does mobile native look like (screenshots)
Native performs better for Brands and Performance buyers – users pay
attention
The Rise of Native on Mobile Open RTB 2.3
Buying native programmatically –DSP focus
Best Practices – Adelphic
Q&A

3. Source: eMarketer, July 2014
`
Share of Time Spent with Digital Media among US Mobile Internet Users
Mobile apps are the opportunity
Mobile apps represent 85%
of the total mobile
opportunity, and over half
of the total digital media
opportunity.

4. 86%
Banner Blindness:
86% consumers
can’t remember
last ad seen
47%
Native Ad
Units are
seen 47%
quicker
than
banner ads
* Mediapost, Infolinks Study
User blind spots
are a very common problem
and reduce the efficacy of
banner ads

5. • The upgrade sets the standard for how native ads can be
bought and sold through real-time auctions.
• From a publisher perspective, the new spec helps developers
support scaling of native ads by defining the following:
1. Bid requirements updated for native.
2. Clearly defining assets needed to automate native
placements.
3. Outlining the specific metadata that informs the ad call and
response process (Ex. headline, thumbnail image, brand
name, brand logo and description).
Open RTB 2.3

6. Native Takes Many Forms
Video Newsfeed Content Stream Carousel Icons

7. Content Stream Interstitial
In-stream & interstitial

8. Chat lists & apps
Chat List App Wall

9. News contentN a t iv e C lic k - t o - v id e o
Click to Video
Newsfeed

10. CTA for brands
Click to Download Click to Microsite

11. Entertainment content
B i k e F a s t e r M u s i c F a r t h e r
o N a t iv e U n it s
Click to Video

12. News and business content
Click to Video

13. Ads that mimic app content and appear in-
stream.
Seamless and non-intrusive
Minimal effort and complete creative control
Native advertising works
Increases User Acceptance and Improves Engagement
Native Ads seen 4.1 times per
session vs. 2.7 for Banners
and clicked 8 times more.Static
Interstitials
Native Ads
8x
CTR

14. Mobile First Tracking: MTAP Program
The MTAP program is a partnership between
InMobi and carefully selected independent
mobile attribution platforms to provide
advertisers the best-in-class solutions for
independent, secure and accurate
attribution

15. What does it take to buy
native ads programmatically?
-DSP selection
-Open RTB 2.3 requirement
-Define the target KPI’s
-Clarify the attribution/tracking partner (focus on mobile first players)
-Ability to set up PMP’s/Deal ID’s to layer in audience data

16. InMobi conducted an on-device survey analyzing the
perceptions of 348 global publishers, brands, and
agencies.
InMobi Research Group:
Who Participated
42%
AgenciesAgencies BrandsBrands PublishersPublishers OtherOther DSP / Trading
Desks
DSP / Trading
Desks
21%
20%
13%
4%

17. Q. Which of the following do you think best describes Mobile Native Advertising? Please select all that apply. (n=348 respondents)
Defining Native on
Mobile:
Responses Include (Users can select multiple answers)
49%
An ad unit that mimics the
look and feel of the
surrounding app or mobile
web
41%
An ad unit that
mimics the form and
function of the
surrounding app or
mobile web
39%
An ad unit that is in
the flow of editorial
content
24%
Custom content written
by a publisher’s editorial
team on behalf of the
advertiser
28%
An ad unit that is in
the flow of user
generated content

18. Current and Planned Usage of Native
More publishers drive current use, while more agencies plan to use native on mobile
Q. Do you currently use Mobile Native Advertising? n=348 respondents; Brands n=69; Agency n=140; Publisher n= 64
Publishers Agencies Brands
42%
Current use
51%
Future use
7%
Won’t use
33%
Current use
62%
Future use
5%
Won’t use
39%
Current use
54%
Future use
7%
Won’t use

19. Q. I use / would use Mobile Native Advertising because……. (Please select all that apply) n= 209 Native Advertisers
Advertisers Perspectives on Native
A greater number of advertisers use native because of superior audience engagement, look, and feel

20. Publishers Perspectives on Native
Q. I use / would use Mobile Native Advertising because……. (Please select all that apply) n= 64 publishers
Publishers use native to provide a better, less intrusive user experience

21. Key Takeaways
High Spending
Optimism
33% of the marketers plan to
increase ad spend on native by
25% to 50%
21% of the marketers plan to
increase their native budget by
more than 50%
Agencies are the most
optimistic about increasing
native ad spend
Current state Future state
50% of the respondents describe native
as “ad units that mimic the look and feel
of the surrounding app or mobile web”
36% of the respondents currently offer
native to their clients
More than 90% of the respondents
consider audience targeting along with
native ad formats as important for their
clients
CTRs and Engagement rates
are popular measurement metrics
57% of brand marketers and
agencies plan to offer native in
the future

22. CONFIDENTIAL
Adelphic
Native Programmatic Best Practices

23. CONFIDENTIAL
Who We Are
The leading Mobile-FIRST Demand Side Platform
Execute campaigns end-to-end across the consumer purchase funnel.
Transparency & Control
Self-service user interface with transparent technology fees and seamless margin management.
Adelphic Audience Cube
Patented user-identification technology utilizes 1st-party, 3rd-party and supply-side data ACROSS devices.
Predictive Performance Engine
RTB algorithm that harnesses ALL available mobile data to bid optimize and drive engagements & conversions.
Integrations that Scale
16+ exchanges, 8 standard & rich media providers, 4 analytics providers, 5 data providers and growing.

24. CONFIDENTIAL
Start With the User . . .
• Native ads should complement vs. disrupt
• Context more important in native
• Use signals like network connection to better
cater to the user experience
• Highly promotional creative unlikely to garner
immediate action. ie. “Buy Now!”

25. CONFIDENTIAL
Native Programmatic Comes to Life Thru Data
Programmatic buying enables buyers to
pair the impact of native creative with the
precision of audience data including:
• Device profile
• Location profile
• CRM
• Shopping history
• Household income profile
• Psychographics & behaviors
• Demographics

26. CONFIDENTIAL
Leverage Heavy App Users to Drive Installs
Programmatic native units are yielding significant performance increases for app developers.
Using 3rd
-party SDKs, install rates from
native programmatic units 2-5X that of
standard banners
Leverage the simple creative canvas to test
many different versions of headlines and
labels

27. CONFIDENTIAL
Audience Location Device Context
Programmatic Buying Supercharges Native
Measurement

28. If you would like to hear more about the InMobi
Exchange or Adelphic as your DSP solution, feel
free to reach out to Aaron and Emily to learn
more.

29. Q&A
Aaron Austin
Head of Programmatic, NA @ InMobi
aaron.austin@inmobi.com
Emily Del Greco
VP of Sales @ Adelphic
emily@adelphic.com

30. Thank you