Native Advertising and Digital Platforms

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Native advertising platforms are classified into two main categories:

The “ closed ” platforms
The “ open ” platforms
Closed platforms are containers latvia cell phone number list created by companies and brands to promote their content directly on their websites. Ads displayed on these platforms will not be displayed on other platforms. These types of ads are created for exclusive use on the owned platform. They are structured around exposure to ad slots that fall within the confines of the website. Simply put, native advertising distributed on closed platforms is generated by the company that owns the platform itself. Popular examples of closed platforms include Promoted Tweets on Twitter, Promoted Posts and Stories on Facebook, and Video Ads on YouTube and TikTok.

Open platforms are distinguished by the promotion of sponsored content simultaneously on multiple platforms, technically according to omnichannel canons . Respecting the technical variations of the formats required for native advertising. Unlike closed platforms, native advertising has its own evolution outside of a particular website. And it is usually distributed on multiple platforms by third-party companies, which means that the ads that appear on open platforms are published by one advertiser.

Hybrid platform options for native advertising are increasingly being used .

Hybrid platforms allow the publication of sponsored content on a “closed loop”. Advertisers have the option to bid on ad space through direct purchase or programmatic real-time auctions (RTB). In this way, ads distributed on hybrid platforms are served by the platform itself.