Digital Publishers No Longer Have a Lock on Hottest Emerging Ad Format

Digital Publishers No Longer Have a Lock on Hottest Emerging Ad FormatDo digital publishers think they have native advertising all to themselves? They may want to think again, according to a story posted at Ad Age.

“Some of the world’s biggest ecommerce sites are getting in the native game, courtesy of a partnership between native ad-tech company TripleLift, and BazaarVoice, a technology company that powers ecommerce reviews and owns an ecommerce-focused ad business as well,” goes the story.

“The last bastion of major web companies is now embracing native, and that group is the largest ecommerce companies in the world,” said Ari Lewine, TripleLift’s co-founder and chief strategy officer.

The ads are slated to appear on a number of websites belonging to BazaarVoice clients. The company works with some of the globe’s heftiest online retailers, including Kmart, OfficeMax, and

TripleLift’s ads will take the form of the content of the sites, blending in with their tiled layouts. When clicked, the ads will bring consumers to a web page of the advertisers’ choosing.

“We’ve seen every category from insurance to CPG, travel to automotive — brands across all of these industries are trying to influence people while they are exploring, researching, or selecting a product or service,” said Josh Wetzel, general manager of Bazaarvoice Media. “They’re also looking to shift away from traditional banner ads in favor of a more native look.”

The ads can be especially effective for promoting products in the categories people are shopping for, Lewine said. “The idea is to influence the consumer when they have their wallet out,” he said. “And if people are willing to pay a significant premium for that, it can be a lucrative business.”

For instance, Lewine explained that when a consumer visits a product page for cameras, an ad for Canon might be surfaced.

Native has emerged as the motherlode of new advertising revenue for many digital publishers.

“It’s a medium with the potential to garner ad dollars that have been held offline due to the banner ad’s limitations. But native ads on ecommerce websites can potentially be more attractive than publisher inventory due to their proximity to the point of purchase,” according to the story.