7 Best Native Ad Networks (2024) - Explore Traffic Sources

Unlike traditional display ads, native ads are designed to match the look, feel, and function of the platform they appear on, creating a non-disruptive and engaging user experience. As consumers become increasingly ad-experienced and resistant to conventional advertising methods, native ads have surged in popularity, providing marketers with a powerful tool to connect with their target audience.

In this article, we'll explore the concept of native ad networks, various types of native advertising, and the top 7 native ad networks for 2024. We'll also discuss the benefits of native advertising and provide a guide on choosing the right network for your marketing needs.

What is a Native Ad Network?

A native ad network is a platform that connects advertisers with publishers, facilitating the placement of native ads across various websites and applications. These networks use sophisticated algorithms to match advertisers' content with relevant publisher sites, ensuring that ads reach the right audience in a natural and integrated format.

Types of Native Advertising

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Native advertising comes in various forms, each designed to integrate with different types of digital content seamlessly. Let's explore the main types of native ads that marketers can leverage to engage their audience effectively.

In-feed Advertisement

In-feed ads appear within the natural content flow of a website or app, mimicking the style and format of the surrounding posts or articles. These ads are commonly found on social media platforms, news sites, and content aggregators.

For example, a sponsored post on Facebook or a promoted tweet on Twitter are classic examples of in-feed advertisements. They blend so well with organic content that users often engage with them as they would with non-sponsored posts.

Search and Promoted Listings

Search and promoted listings are native ads that appear alongside organic search results or product listings. These ads are designed to look like regular search results or product recommendations but are clearly labeled as sponsored content. E-commerce platforms like Amazon and search engines like Google frequently use this type of native advertising.

For instance, when you search for a product on Amazon, some of the top results may be sponsored listings that match your search criteria.

Content Recommendations

Content recommendation widgets are native ads that suggest related or sponsored articles at the bottom or side of a webpage. These recommendations are typically labeled as "Recommended for You" or "You May Also Like" and can include a mix of organic and sponsored content.

Platforms like Outbrain and Taboola specialize in this type of native advertising, helping publishers monetize their sites while providing advertisers with a way to reach engaged readers.

Custom Content Units

Custom content units are bespoke native ad formats designed to fit seamlessly within a specific publisher's layout and user experience. These ads are often created in collaboration between the advertiser and publisher to ensure they match the site's look and feel perfectly.

For example, a sponsored article on a news website that matches the formatting and style of regular articles but is clearly labeled as sponsored content would fall into this category.

8 Best Native Ad Networks in 2024

As native advertising continues to grow, several ad networks have emerged as leaders in the field. Here's a breakdown of the top 8 native ad networks in 2024, along with their strengths and best use cases:

1. Outbrain:

Outbrain is a leading content discovery platform that helps advertisers reach audiences across premium publisher sites. With a network spanning over 55 countries and partnerships with top-tier publishers like CNN, BBC, and The Washington Post, Outbrain offers unparalleled reach and engagement for native ad campaigns.

Pros:

An extensive network of premium publishers
Advanced targeting options
User-friendly platform with robust analytics tools

Cons:

Can be more expensive compared to some competitors
High competition for ad space on premium sites
Strict content guidelines may limit some advertisers

2. Taboola

Taboola is another major player in the native advertising space, known for its content discovery platform. It partners with top publishers worldwide to deliver personalized content recommendations to over 1.4 billion unique users monthly.

Pros:

Massive reach across diverse publisher networks
Advanced AI-powered targeting and optimization
Comprehensive reporting and analytics tools

Cons:

Can be challenging to achieve high-quality traffic
Platform interface can be complex for beginners
Strict content guidelines may limit some advertisers.

3. Paved

Paved specializes in newsletter advertising, connecting advertisers with premium newsletter publishers across various niches. This unique focus allows brands to reach highly engaged audiences directly in their inboxes, offering a fresh alternative to traditional web-based native ads.

Pros:

Direct access to premium newsletter audiences
Transparent pricing and performance metrics
An easy-to-use platform for both advertisers and publishers

Cons:

Limited to email advertising, may not suit all campaign goals
Smaller network compared to some larger native ad platforms
Higher costs per impression due to premium inventory

4. Nativo

Nativo focuses on providing true native advertising experiences across premium publisher sites. Their platform allows advertisers to create and distribute content that matches the look and feel of each publisher's site, ensuring a seamless user experience.

Pros:

High-quality publisher network
Advanced content-matching technology
Emphasis on brand safety and viewability

Cons:

Higher costs associated with premium inventory
May have a more limited reach compared to larger networks
Stricter content requirements for advertisers

5. TripleLift

TripleLift specializes in programmatic native advertising, offering a range of native ad formats across display, video, and CTV. Their AI-powered platform dynamically adapts ads to match the look and feel of each publisher site, ensuring optimal performance and user experience.

Pros:

Wide range of native ad formats, including video and CTV
Strong focus on programmatic buying
Innovative AI technology for ad optimization

Cons:

May require more technical expertise to fully leverage
Pricing can be higher due to premium inventory
Less control over specific placements compared to direct buys

6. RevContent

RevContent is known for delivering high-intent traffic through its content recommendation widget. With a focus on quality over quantity, RevContent works with a select network of publishers to ensure advertisers reach engaged audiences.

Pros:

Known for delivering high-quality, engaged traffic
Strict publisher vetting process ensures brand safety
Competitive pricing compared to larger networks

Cons:

Smaller publisher network compared to industry giants
May have limited inventory in some niches
The approval process can be stringent for new advertisers

7. MGID

MGID offers a global native advertising platform with a strong presence in emerging markets. Known for its flexible targeting options and diverse ad formats, MGID caters to advertisers looking to reach audiences worldwide.

Pros:

Strong presence in emerging markets
Wide range of targeting options and ad formats
Competitive pricing for global reach

Cons:

Quality of traffic can vary across different regions
The user interface may be less intuitive compared to some competitors
May require more hands-on management to optimize campaigns

Benefits of Native Advertising

Native advertising offers several compelling advantages over traditional display advertising:

Non-disruptive nature: Unlike intrusive banners and pop-ups, native ads integrate seamlessly with content, providing a better user experience.
High engagement rates: Studies show that native ads are viewed 53% more frequently than display ads.
Seamless user experience: By matching the form and function of the platform, native ads create a cohesive browsing experience for users.
Improved conversion rates: Native ads can achieve conversion rates up to 40% higher than traditional display ads.

Factors to Consider While Choosing the Right Native Ad Network

When selecting a native ad network, marketers should consider:

Target audience: Ensure the network reaches your desired demographic and psychographic segments.
Niche: Some networks specialize in specific industries or content types.
Geographic location: Consider networks with a strong presence in your target markets.
Channel: Determine whether you need in-app, desktop, mobile web, or CTV advertising capabilities.

How to Choose a Native Advertising Network

When picking a native advertising network, it's important to choose one that aligns with your goals and audience. Here are a few points you can follow that will help you choose the best native advertising network for your needs:

Define your campaign goals and target audience.
Research and compare different networks based on their reach, targeting options, and ad formats.
Evaluate the quality of publisher sites within each network.
Consider the network's pricing model and minimum budget requirements.
Review the platform's reporting and analytics capabilities.
Test multiple networks with small campaigns to compare performance.

Conclusion

Native advertising offers a powerful way for marketers to engage audiences in a non-disruptive manner. By choosing the right native ad network and crafting compelling content, brands can significantly boost their digital marketing efforts. As consumer attention gradually diminishes, native ads provide an effective solution for reaching and engaging target audiences across various digital platforms.

Frequently Asked Questions:

What are the biggest native advertising publishers?

Some of the largest native advertising publishers include Yahoo, MSN, CNN, Fox News, and The New York Times. These publishers work with various native ad networks to monetize their content.

What is an example of a native ad format?

A common example of a native ad format is a sponsored article on a news website that matches the look and feel of regular articles but is clearly labeled as sponsored content.

Does Google do native ads?

Yes, Google offers native advertising options through its Google Ads platform, including in-feed ads, content recommendation widgets, and sponsored listings in search results.

Where can I find native ads?

Native ads can be found across various digital platforms, including social media feeds, news websites, e-commerce sites, mobile apps, and search engine results pages.

How much does native advertising cost?

The cost of native advertising varies widely depending on factors such as the chosen network, targeting options, and competition. Costs can range from a few cents to several dollars per click, with some premium networks charging higher rates for their inventory.

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