There's a huge sea-change happening in the advertising market currently, with native display spend overtaking traditional display in 2016, as native increasingly establishes itself as a must-do media channel inside any digital campaign strategy.
Things are looking great for the market. OpenRTB standards are in place and major integrations have been laid down, but at Sharethrough we know that real change doesn't happen as soon as you connect the digital pipes.
Because with any shift like this, there is an army of people spread across trade desks, DSPs, publishers and agencies navigating that change, adapting to new tools on the fly and incorporating changing client needs and new demands from an evolving media landscape.
So for the first in our planned series of NATIVE Connect events, we bought just over 40 people together - publishers and buyers working with these new tools everyday - at Bouley Test Kitchen in New York City to share their native experiences and learnings in an engaged, salon style conversation led by Sharethrough CEO Dan Greenberg.
On hand were ad buyers and sellers from such diverse names as NBCU, WebMD, Xaxis, Zenith, Accuen, Starcom and Appnexus. An in-depth discussion covered the practical realities, successes and frustrations of getting on board with native advertising and making it work at all levels of the organization, for everyone involved in the digital ad process.
In a fascinating discussion that went well over its allotted time, people talked about how to get buy-in for native as an ad format that could show real ROI, incorporating private marketplaces to protect publisher inventory, dealing with an overly fragmented buy-side process and using native as a direct response advertising technique (among many, many other subjects).
And the food wasn't half-bad either...
Sharethrough's next NATIVE Connect event will be held in London on November 21. To inquire about attending, email firstname.lastname@example.org.