AdExchanger’s Industry Preview 2018

Dan Greenberg

Why Native Advertising Is Breaking Out Of Its Box

Jan 2018

In Sharethrough’s 10+ year quest to popularize less-interruptive forms of advertising, and in the 5 years since it started evangelizing the idea of “native advertising” — ads that fit in have gone from being a niche idea in ad-tech to the new gold standard. With now its own programmatically traded standard, outperforming traditional display across the funnel and taking in the large majority of mobile advertising revenue globally, Sharethrough Founder and CEO Dan Greenberg will discuss why it’s time to retire the idea of native as its own category. Because if the future is native, can’t we just start calling it advertising?


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