Zeta's Native Advertising offering gives you the ability to deliver editorial-style Ads that complement the user experience in which they are placed. These Ads help drive maximum ROI for marketers by leveraging Zeta's industry-leading Moment Scoring technology to serve ads to the right users, in the right sections of a publisher's website leading to high user engagement.
Native Advertising is supported by any campaign that is being executed through the Zeta DSP such as retargeting, direct response, prospecting, and brand campaigns. Native Ads are always going to meet the editorial standards for a publisher. They also provide a different experience than a typical banner.
How is Native Advertising different than Banner Advertising?
Native Advertising drives better performance (clicks, conversions, user engagement) because Native Ads look a lot like content and, therefore, make it easy for an audience to engage with.
Native Ads have a flexible ad size and thus are able to easily blend into surrounding platforms.
Native Ads drive better user experience through their editorial-like ads. This leads to an overall brand lift.
Native Advertising gives access to more inventory for marketers. The overall publisher Inventory is on the rise as more publishers convert their inventory to native.
Increased Viewability (Third-Party measurement capability is unknown)
Native Ad Types
Native Ads can be of many types:
Recommendation Widget and In-Feed Unit are the Native Ad formats we offer at the moment. The other Native Ad types will become available as we continue building the product.
Creating New Native Ads
Navigate to The Campaign Grid and select Creatives > Ads via the menu on the left-hand side.
2. Click + New Ad and choose Native from the drop-down.
3. The following screen will appear:
4. Set values for this Ad Type per the table below.
Native Ad Creation Fields
It is best practice to include the following in this field:
Example: 170617-ImproveAnimalAdoption-Native (Tablet)
Defaults to Native.
Headline Title †*
The recommended length is 30 characters min, 60 characters max.
How to write an effective Native Headline title:
Example: Adopt! Don't Shop!
Description of the Ad. The recommended length is 90 characters min, 125 characters max.
Example: Adopt your best friend today!
Call to Action*
Users' desired action.
Example: Apply Now
This is typically the name of the Advertiser.
Example: Bay Area Animal Shelter
Supply an image file for your Ad.
Min pixel size is 500 X 500, however, 1200 X 672 is recommended with roughly 2:1 aspect ratio (free of text).
Supported file types (less than 1 MB):
Choose File Upload to upload the image from your computer. Choose URL to enter the URL where the DSP can find the image on the World Wide Web.
Enter the URL of the page to which the ad clicks through.
Macros are not automatically inserted when click-through trackers are used for this field. Please reach out to Zeta Support if any assistance is needed for applying macros to the additional trackers. The maximum allowed length is 1024 characters.
View through Pixel URL
Enter text for a view tag. When someone views the Ad, a cookie with this tag is dropped on their computer. If the same person later converts, the conversion can be attributed to the view tag.
Additional Pixel URL
(Optional) If using an additional Vendor's pixel, enter that pixel URL in this field. The maximum allowed length is 1024 characters.
Select the time zone that the Zeta use to run the Ad per the Start and End Times specified in the next two fields.
(Optional) Specify the beginning date and time during which the Ad is to be available to campaigns. If you leave it unspecified, the Ad is available immediately.
(Optional) Specify the end date and time during which the Ad is to be available to campaigns. If you leave it unspecified, the Ad inherits the run dates of its campaign.
Third-Party Placement ID
(Optional) Use this field to store on the Third Party Placement ID, and then report on this field using the Third Party Placement ID metric in the Report Builder.
Third-Party Ad ID was a legacy metric that was automatically extracted from some DCM ad tags. In those cases, this field is automatically populated. You can overwrite this field as necessary.