Olive Media adds new native option

The company has partnered with Nativo to introduce True Native, a new product that keeps visitors on the pages of publishers when they click on native ads.
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Olive Media has partnered with California-based native advertising platform Nativo to introduce True Native, a new product that aims to keep people who interact with native ads on the publisher’s landing pages where they were found.

Clients will be able to place native advertising across Nativo’s slate of publisher sites, buying against relevant categories like automotive, business and parenting, with users who click on the ad staying on the page of the publisher.

That differentiates True Native from some other native advertising programs that take users to a different page when the ad is clicked on, Ray Philipose, VP of Olive Audience at Olive Media, tells MiC. He adds that keeping users on the same page means they are more likely to read the post because their experience is not disrupted. Nativo reports that users spend an average of 80 seconds with each article, with click rates of 1.65%.

Sales of True Native are done based on viewable CPMs, says Philipose and that the engagement of ads placed using the platform will still be trackable despite keeping users on the same publisher page. He adds that the product has already been sold to two Canadian clients, one in the automotive category and the other in retail, with campaigns set to hit the market in the next couple months.

Clients can either have their own content used in the True Native ads or have Olive Media and Nativo create it for them using their network of partners. Branded content categories available include automotive, business, parenting, technology, travel, sports and fashion.

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