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How does a native ad platform work?

It takes only 150 milliseconds for the E-Contenta algorithm to decide whether an ad should be displayed. During this time, the platform manages to fully process the request, analyze an online publication and select a relevant creative. We will explain this process step by step.


So, E-Contenta DSP (Demand Side Platform) receives a request from SSP (Supply Side Platform) to display an ad. First thing that our platform does right after it is analyzing what kind of online media outlet is offered as a publisher and whether it can be trusted.


This is followed by the next analysis related to users. You need to consider several things at once: first, that the publication is read by people and not bots, and second, that these readers belong to the target audience of an advertiser. This is important if you’re not willing to waste your ad budget on non-target users.



If the publication looks all right and the user is a potential customer, an online auction begins (real-time bidding, RTB). The platform participates in a competition with other similar platforms for a place on a publisher's site: it sets a bid, i.e. how much it agrees to pay for placement. Also, it automatically selects the most relevant creative for publication in case of winning.


After the bid passes and our platform wins the place, the algorithm finishes forming a response to the incoming request. The ad appears on the website of a media outlet and becomes available to users.

Thanks to the native format, a user sees an ad as an organic part of other articles on the site, since it fits perfectly into the page interface. An advertiser gets clicks, conversions, filled out feedback forms - all those actions that were a goal of the native campaign.


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