9 ms·

Seems like the ad market is bifurcating: "native content" for those with ad blockers, and ridiculous garbage-ads for those who either (1) don't have the tech li

Seems like the ad market is bifurcating: "native content" for those with ad blockers, and ridiculous garbage-ads for those who either (1) don't have the tech literacy to install and run an adblocker, or (2) are whitelisting out of empathy for content creators. Increasingly I believe we'll see the former. Does "native content" (paid-for pieces disguised as objective information) require "sophisticated" ad network tech?

manigandham 10y ago
There's a difference between the formats and the distribution systems. Content has always been a good marketing tool, we're just starting to see a lot more of it with publishers setting up their own "agencies" to sell pieces written by the same teams but for advertisers. Some are actually really great (Netflix stories for example). When it comes to distribution, there is just a lot that needs to be done for advertising. Part of the big draw for digital/online is all the data you can collect and analyze and use to optimize. Publishers usually do not have the technical resources to build this or manage and integrate with all the other thousands of systems that advertisers use. It's almost always worth it to have a vendor that specializes in the infrastructure so publishers can just focus on their own business. However, because adblockers mostly work at the network interface level, the typical 3rd party javascript tag approach is very easy to disable, and self-published native content by publishers using the existing content management system is a good workaround. It's more of a stop gap then a long term approach though.
- JoshTriplett 10y ago
  > However, because adblockers mostly work at the network interface level, the typical 3rd party javascript tag approach is very easy to disable, and self-published native content by publishers using the existing content management system is a good workaround. It's more of a stop gap then a long term approach though. The major adblocker filter lists tend to quickly add filters for "native" ads on any site with a non-trivial number of users. Rather than moving to native ads, start planning today for how you could do without ads entirely. If that doesn't turn up any answers, you should worry about your future.
  - manigandham 10y ago
    Adblockers are just software and there are already dozens of ways to work around this. It's not the end of the world but a new paradigm that requires more work than before. Part of the benefit is that it's a reset in the industry that should get rid of some of the bad vendors and help improve the experience by showing advertisers that consumers do care about UX and choice. Advertising will always be around though. No need to worry about that future. People want content but they don't want to pay, and advertising is a great model that works well for the vast majority. In fact digital advertising today is bigger, stronger and better than ever. It's the legacy tech, formats and thinking that are broken, but progress is being made and everything will get better soon enough.
    - idlewords 10y ago
      How is digital advertising 'better than ever' when everyone seems to agree that the situation is untenable? I admire your optimism that putting consumers and advertisers in a directly adversarial relationship (by forcing them into an arms race around blocking) will somehow make everything great, but I have a hard time sharing it.
      - manigandham 10y ago
        Hey Maciej - maybe this will go better than our twitter exchange a few months back. This is a much longer discussion than fit for HN but digital advertising is doing better in pretty much every metric: There's more time spent with ads, deeper engagements, more conversions/ROI and better formats than ever before. Take a look at any of the big apps and platforms that have billions of interactions that happen every day for the data to back this up. Adblocking, even at the scale it is today, is still a small percentage of the entire market. I'm not sure who you're referring to with "everyone" but the situation is definitely not untenable. It's just outdated. Advertising is always a relationship between the advertiser, publisher and consumer but the consumer was never really considered in the past because they had no power or way to provide feedback. Adblocking is changing that dynamic and giving power to the people while letting advertisers know that they need to actually consider the user experience. Since the advertising model isn't going to go away, the natural evolution is that the implementation and approach will change to create better experiences that fit with the way people consume media along with the expectations around privacy, relevance and value. The market will also re-calibrate and rise up from the artificially low rates of today. This is a massive industry so it won't be quick and there will be lots of pain in the short term. No way around that, but progress is happening and things will absolutely get better. It might be a hated industry (and for good reason) but there are plenty of good people out there working hard and doing the right thing.
belorn 10y ago
When ever people call native content for "paid-for pieces disguised as objective information", I keep remembering that those are also often a under the table affair. Its hard to both pay taxes on get-paid-for-pieces and keep the fact secret from both readers and market regulative agencies that enforces advertisement laws. Somehow I believe that a scheme that rely on evading taxes can't become too much mainstream.

manigandham 10y ago

There's a difference between the formats and the distribution systems. Content has always been a good marketing tool, we're just starting to see a lot more of it with publishers setting up their own "agencies" to sell pieces written by the same teams but for advertisers. Some are actually really great (Netflix stories for example). When it comes to distribution, there is just a lot that needs to be done for advertising. Part of the big draw for digital/online is all the data you can collect and analyze and use to optimize. Publishers usually do not have the technical resources to build this or manage and integrate with all the other thousands of systems that advertisers use. It's almost always worth it to have a vendor that specializes in the infrastructure so publishers can just focus on their own business. However, because adblockers mostly work at the network interface level, the typical 3rd party javascript tag approach is very easy to disable, and self-published native content by publishers using the existing content management system is a good workaround. It's more of a stop gap then a long term approach though.

JoshTriplett 10y ago
> However, because adblockers mostly work at the network interface level, the typical 3rd party javascript tag approach is very easy to disable, and self-published native content by publishers using the existing content management system is a good workaround. It's more of a stop gap then a long term approach though. The major adblocker filter lists tend to quickly add filters for "native" ads on any site with a non-trivial number of users. Rather than moving to native ads, start planning today for how you could do without ads entirely. If that doesn't turn up any answers, you should worry about your future.
- manigandham 10y ago
  Adblockers are just software and there are already dozens of ways to work around this. It's not the end of the world but a new paradigm that requires more work than before. Part of the benefit is that it's a reset in the industry that should get rid of some of the bad vendors and help improve the experience by showing advertisers that consumers do care about UX and choice. Advertising will always be around though. No need to worry about that future. People want content but they don't want to pay, and advertising is a great model that works well for the vast majority. In fact digital advertising today is bigger, stronger and better than ever. It's the legacy tech, formats and thinking that are broken, but progress is being made and everything will get better soon enough.
  - idlewords 10y ago
    How is digital advertising 'better than ever' when everyone seems to agree that the situation is untenable? I admire your optimism that putting consumers and advertisers in a directly adversarial relationship (by forcing them into an arms race around blocking) will somehow make everything great, but I have a hard time sharing it.
    - manigandham 10y ago
      Hey Maciej - maybe this will go better than our twitter exchange a few months back. This is a much longer discussion than fit for HN but digital advertising is doing better in pretty much every metric: There's more time spent with ads, deeper engagements, more conversions/ROI and better formats than ever before. Take a look at any of the big apps and platforms that have billions of interactions that happen every day for the data to back this up. Adblocking, even at the scale it is today, is still a small percentage of the entire market. I'm not sure who you're referring to with "everyone" but the situation is definitely not untenable. It's just outdated. Advertising is always a relationship between the advertiser, publisher and consumer but the consumer was never really considered in the past because they had no power or way to provide feedback. Adblocking is changing that dynamic and giving power to the people while letting advertisers know that they need to actually consider the user experience. Since the advertising model isn't going to go away, the natural evolution is that the implementation and approach will change to create better experiences that fit with the way people consume media along with the expectations around privacy, relevance and value. The market will also re-calibrate and rise up from the artificially low rates of today. This is a massive industry so it won't be quick and there will be lots of pain in the short term. No way around that, but progress is happening and things will absolutely get better. It might be a hated industry (and for good reason) but there are plenty of good people out there working hard and doing the right thing.

belorn 10y ago

When ever people call native content for "paid-for pieces disguised as objective information", I keep remembering that those are also often a under the table affair. Its hard to both pay taxes on get-paid-for-pieces and keep the fact secret from both readers and market regulative agencies that enforces advertisement laws. Somehow I believe that a scheme that rely on evading taxes can't become too much mainstream.