Blog : DoubleClick

Programmatic Native Advertising

Programmatic Native Advertising

We’ve all had the experience of mobile pages loading almost instantly, littered with gaping holes in the text. After a few seconds, we see those holes filled by an advertisement that finally drops into place. A significant reason for this lag-time is the different file types used to create those mobile pages. Often times, when that ad finally appears, it may not quite “fit” the page.

By its very nature, mobile content has to be powerful. It needs to be nimble on delivery. To meet the needs of the mobile user experience (UX), Google created the open-source format, AMP (Accelerated Mobile Pages). Their end-purpose is to load mobile data quickly regardless of the mobile platform.

Users expect close to an immediate load, but studies show that “an alarming 77% of (mobile) publisher’s today, their web pages take more than 10 seconds to load…and the average is actually 19 seconds.” The same studies show that publisher’s “who can deliver this content in five seconds or less earn twice as much (search volume) as those at the average point.”
Paul Muret VP, Display, Video & Analytics, Google

Google announced the AMP format in December 2015; soon mobile screens were rapidly filled with new content. This covered the main content of the mobile pages. Unfortunately, the advertisements were still left dragging with a format that took longer to load, thus creating the gaping holes.

The solution was Google’s release this month of AMP for Ads. This format allows for advertising content to load at the same rate as the page content. Google also announced AMP for landing pages. This way, all mobile content is delivered seamlessly without the time gaps.

What about the mobile UX?

This technology translates to a cleaner transmission of page elements. But how do you tackle the issue of merging content, context, and UX? The answer is the Programmatic Native Advertisement in their DBM (DoubleClick Bid Manager). In short, Google has created an environment where advertisements are built from scratch to maximize each individual page load.

Before now, the artwork for a mobile ad was selected from amongst three or four established graphics previously built by a graphic artist. As an ad was called up, the best fitting graphic was chosen for that request/platform. Now, when an advertisement is requested to fill a unique audience/seller/publisher combination, the ad is crafted from scratch to fill that request. Each of the elements of those artworks is individually uploaded. The computer decides the best selection, configuration, and layout of those separate elements, relative to the audience. This programmatic approach allows for a fluid display of content across all campaigns and platforms.

Think of it this way – currently, a graphic artist may use a graphic design program to craft a polished graphic. That artwork may consist of 30 or 40 layers of visual elements. When they’re finished, a couple of polished elements are presented as options dependent upon the needs of the ad. Now imagine taking a collection of those graphic elements and tossing them all into a bowl. Programmatic Native Advertisement will select a specific cluster of those elements to create a new graphic, for each page load. The ad will be built to fill the screen, platform, size, device, all built in context to the user.

The beauty in this development is not so much the uniform data transfer rates, as it is the context in which the advertisements are experienced. The ad’s form and function will be subordinate to the mobile user experience (UX). This technology adds a unique flexibility to advertisements in the mobile universe. Gone are the days of guessing how to best craft your mobile message. If you have questions about addressing your audience, contact Colure’s development team.