Native Advertising Guidelines Released from the FTC

Using native advertising practices has been one of the most effective options for marketers for quite some time now.  The reason they are so effective, of course, is because they look and feel very similar to the rest of the content on the page.  Even if consumers can see that it is a sponsored post, the content has the same feel as the rest so they naturally seem to trust it more.

Unfortunately, many marketers don’t go far enough in ensuring that the visitors to their page can easily see whether they are reading a normal post or it is an advertisement.  This is where violations to laws and regulations can come into play.  Unless you have an attorney to review every native ad you post, however, it can be hard to determine whether you are in compliance with laws or not.

To help address this concern, the FTC has just released a new guide called, “Native Advertising: A Guide for Business” that will go through this potentially complex form of advertising to help marketers learn what they can and can not do.  According to the FTC this report was designed to, “help companies understand, and comply with, the policy statement in the context of native advertising.”

Any marketers who are using native advertising will want to go through this report to learn whether or not they may be in violation of any laws.  It is written in an easy to follow format that will allow you to quickly gain the information you need without having to waste hours of time (or hire an attorney) trying to figure it out.

Director of the Bureau Consumer Protection, Jessica Rich, said of this report, “The FTC’s policy applies time-tested truth-in-advertising principles to modern media.  People browsing the web, using social media, or watching videos have a right to know if they’re seeing editorial content or an ad.”  This set of guidelines will help make marketing using native ads much easier and less risky.

If you are a marketer who uses, or is thinking about using, native advertising make sure you take some time to read through this new set of guidelines.  It can be found on the FTC’s site HERE.

One more thing to keep in mind is that if the FTC has taken the time to put together this set of guidelines to help marketers, you can be confident that they will be taking a closer look at digital marketing practices in this area in the coming months.  Marketers who continue to violate their set of standards will likely face fines of some sort.  The publishing of this from the FTC may be a signal that they will be taking greater enforcement efforts against violations related to native advertising in the near future.

Bidtellect Introduces New Native Advertising Platform & Exchange

Native advertising is one of the most effective marketing tools being used today.  For those who have not been using this powerful option, it is a form of online advertising where the advertiser is marketing to the viewer within the context of their current experience.  A prime example of this would be the Facebook newsfeed ads, which appear to be normal posts from their Facebook friends.

Bidtellect Native Intelligence

While this has proven to be an extremely effective marketing tool, it is also fairly time consuming and difficult to properly implement properly.  This week, however, the Florida based company Bidtellect has introduced a new platform which has been designed to help advertisers better harness the power of native ads.

Specifically, the new program, which is called the Native Marketing Platform,  works by allowing agencies and individual publishers to access and buy native advertisements using an advanced system of algorithms.   These proprietary algorithms identify the optimal ad choices based on dozens of factors including user behavior, the context of the page, the day of the week, the time of the day, the device being used to access the page and others.

The system has access to an extensive database of both first and third party targeting elements, which is constantly growing and improving, to help provide the best return on investment possible.

Lon Otremba, the CEO of Bidtellect, said of this new platform, “Bidtellect was founded with the mission to facilitate efficiency in native ad buying, selling and delivery across the web.  We understand that native is the most efficient, effective, affordable and scalable digital advertising medium since search, but it’s also one of the most challenging to buy, sell and fully comprehend.  Our DSP tools, real-time bidding platform, and expert team work together to demystify the medium and allow brands to activate profitable campaigns at scale.”

They have been remarkably successful at pushing the use of native advertising up to this point, and this platform will certainly help to take the company, and native advertising in general, to the next level.   The platform is already receiving over one hundred million bids on native inventory per day, and that number is expected to go up to one billion per day by the end of 2014.

As the company continues to scale up their services, they are signing up new sources for both the supply sources (places where native ads can be displayed) and demand sources (marketers looking to buy native ads).  As of their most recent press release, they are reporting that they have access to tens of thousands of native supply spots available.  They have also signed on 54 demand-side aggregators, with 102 unique feeds.

The company also announced the appointment of Shalanna Clark as their Native Creative Director.  She will be in charge of content development and execution for the company’s advertising clients.  Shalanna brings years of experience in tech and advertising.  Her previous roles include digital director at Zimmerman Advertising where she worked with premier brands such as Dunkin’ Donuts, Party City, Oreck, Papa John’s and a host of others.

This is an exciting time for Bidtellect, and the marketing & advertising industry in general.  The launch of this new platform will bring real time native advertising to marketers at all levels.