Native Advertising: A Temporary Solution to a Growing Problem
The constant struggle to generate higher profits – while simultaneously combating consumer-focused technologies (i.e. AdBlock Plus) – is forcing ad tech companies to take different approaches to online ads. Perhaps the most prominent product of these external forces is native advertising. This method of advertising isn’t inherently new, but companies are utilizing these ads in new ways to bypass ad-blocking technologies and increase levels of user engagement.
Scroll through a feed on any given social media platform and you’re guaranteed to spot an example of native advertising. Snapchat is ramping up its native ad campaign, Twitter includes “promoted” tweets and topics, Facebook boasts “recommendations” and “promoted” content, even The New York Times has published “sponsored” content online. Everyone is doing it.
But does the wild popularity of native advertising correlate to success? Maybe temporarily, but it's unlikely native ads are a sustainable model for reaching consumers. Native ads raise a number of ethical and practical concerns. Consumers shouldn’t be tricked into engaging with ads, and ad tech companies shouldn’t rely on disguising their content to generate revenue and engagement.
Bixy takes a sustainable approach to ads. Our ads are very clearly marked as ads. By putting consumers in control of their online experience, we forgo the need to trick or mislead them. Consumers don’t need to ignore or block ads if those ads actually provide value to the user.