Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others
“Native” advertising can mean all things to all people. Pinning down what exactly it means in an content experience, in particular, is hard.
Digiday asked top publishers for their definition of native advertising. Most used different labels, but the agreement was that native advertising for publishers means crafting ads that fit within their experiences without feeling like intrusions. We asked publishers at the Digiday Publisher Summit to define native advertising for them.
Ryan Manion, CTO, Politico
It’s still being defined. You want to provide the advertiser with the best experience you can and also provide the best experience for the users who want to view those advertisements.
Will Pearson, president, Mental Floss
Native advertising is about taking what the advertiser is wanting to communicate and integrating it with what our users are expecting.
Matt Sanchez, CEO, Say Media
Native advertising is anything that takes on the form of the medium.
Tom Cochran, CTO, Atlantic Media
It’s similar to TV or movies. It’s a way to promote the content of our advertisers in a way that’s more ingrained way that’s built into the design of our properties.
Carolyn Bekkedahl, svp of digital media revenue, Meredith
Advertising that stems from a brand that is more than just one piece of creative. It can be video or text that robustly describes whet a product or service an advertiser has.
Mary Mucko, president of digital sales, Gannett
When we’re able to take advantage of the platform the advertiser’s on.
View the video below for their full responses.
More in Media
Podcasts become a strategic IP play for Hollywood talent
As stars like Gina Torres step into the podcasting space, they’re part of a growing trend where actors are not just lending their voices but controlling the content.
Media Briefing: As AI reshapes media, The New York Times taps former Google exec for strategic role
A Google exec leading search and AI partnerships is joining The New York Times to manage relationships with platforms and big tech companies at a pivotal time.
Amazon and Instacart’s former advertising leader is transforming the way Walmart grows
Dallaire was Instacart’s chief revenue officer for two years. Prior to that, he was at Amazon for eight years.