Native advertising formats going programmatic has kick-started the market, according to digital marketing agency Razorfish. Programmatic has allowed for real-time context and targeting data, thus attracting more native ad buyers. The company is also working with brands like Starbucks, which recently launched a new campaign that uses its own brand as an example of how it can use programmatic ads in order to reach consumers. “When we talk about making sure my brand and content are going to be surrounded by the right context, PMPs start making a lot of sense,” Garza added. they know their ads will resonate with instead of trying to persuade their client that the chosen publisher or platform is the correct one, said Rob Silver, SVP of client engagement at Razorfish.
Native advertising formats going programmatic has kick-started the market, according to digital marketing agency Razorfish. Programmatic has allowed for real-time context and targeting data, thus attracting more native ad buyers. The company is also working with brands like Starbucks, which recently launched a new campaign that uses its own brand as an example of how it can use programmatic ads in order to reach consumers. they know their ads will resonate with instead of trying to persuade their client that the chosen publisher or platform is the correct one, said Rob Silver, SVP of client engagement at Razorfish.