return Home

The future of native advertising: much more use of data, analytics and programmatic

Eugene Malashenia, director of business development at Voluum DSP, talks about the growing pains and obstacles in the native advertising industry and what he sees as solutions in the future.


Eugene Malashenia ()


***Eugene will be among speakers from around the world at Native Advertising DAYS from 6-8 November. As a friend of FIPP, you are entitled to a €100 discount on the ticket purchase to the Native Advertising DAYS event by using the promo code FIPPFRIEND. Get your discounted ticket here.***   


With growth always comes growing pains,” says Eugene Malashenia, director of business development at Voluum DSP. And the native advertising industry is, indeed, growing. So what are the dark sides to this?

In this interview with the Native Advertising Institute, Eugene talks about the growing pains and obstacles in the native advertising industry and what he sees as solutions in the future.


The rise of native advertising is a good thing for the industry, but is there a dark side to this growth as well?

The native industry is poised to reach US$41bn in spend by 2019, but with growth always comes growing pains. Lack of quality inventory, fraud, margin deterioration, etc.

All of these are issues of scale that keep performance advertisers and brand marketers from growing their native ad campaigns effectively.

Tons of money is being wasted on poor inventory and we need a way to navigate buys more effectively.


What do you see as the biggest obstacle to native advertising today?

The ability to segment quality inventory from the junk, high visibility from low, quality session depth from poor is by far the largest obstacle in the native space.  

We need the ability to pay for the true value of an impression and to also know when it makes sense to bid higher, for better-converting inventory. That means taking into account the context, sessions depth, and viewability of the impression, in real time- running on a dynamic CPM with a second price auction.  

This way, advertisers will not overpay for junk impressions and have money reserved for the higher converting impressions.

RELATED: Five common mistakes setting native ad campaign goals


How do we as an industry overcome these obstacles?

I believe the industry will adopt the same programmatic tools that are used to manage the overall display and video marketplace, in order to achieve scale. This is the only way to manage all these moving parts.

Also, more accountability comes into play because you can manage all of your inventory sources under one login, and make decisions on conversion data in relative real time.  

Integration of data from DMPs, CRMs will also be commonplace so that even more data is informing the buying DSP.

RELATED: “AI can be a marketer’s competitive advantage”


How do we make sure as an industry that programmatic native advertising is still native to the platforms that it will be distributed to?

Any publisher that is not inside the walled gardens (i.e. Facebook) will adopt any technical capabilities needed to be able to handle native ads.  

Publishers will find a way to work with DSPs so that content does not need to be directly laid on their site, and can be done programmatically. In short, there is too much money at stake for them not to evolve.


Where do you see native advertising going in the future?

I see the adoption from advertisers, specifically brand advertisers, growing as they become more comfortable with native. Instagram and Facebook have really helped pave this road. On the targeting side, I see much more use of data, analytics, and programmatic targeting.

Having your DMP or Tracking system hooked directly into your buying platform so that it can inform the buys in real time will be commonplace. Making decisions based on segments, inventory, and conversions on a daily basis, all flowing out of your tracking system/DMP.

Large brands already do this now on their display and video buys. It is even coming to TV buying. Look at the success of Adobe and Oracle in recent years.

RELATED: Saving the future of native advertising – with tech


Voluum is an official sponsor at this year’s Native Advertising DAYS and you’re an official speaker at the conference. Why should attendees absolutely not miss your presentation on the rise of programmatic?

I would love to share our experiences scaling native programmatically. It was a long road on which we learned many valuable lessons about how to scale native in a tightly constrained marketplace.


What do you look forward to the most at this year’s Native Advertising DAYS?

I look forward to hearing what everyone is up to. 

There are so many great people to learn from in our industry. I guarantee someone is here who came up with a new type of engagement, or has created an audience source that was previously unavailable.  

It will be exciting to be there, knowing I will have those conversations.

**Meet and hear more from Eugene at the Native Advertising DAYS in Berlin. Register now using your FIPP member promo code FIPPFRIEND to receive a discount of €100. Get your tickets here.***

More like this

Keep things simple when starting with native advertising

Why salespeople are critically important to branded content

What do you really think about native advertising?

Do your ideas get stolen? Your best defence is unique Ideas

  • Finding a home at Penske Media, Rolling Stone 'poised to continue to tell world's most important stories... for decades to come'

    For over 50 years, Rolling Stone has been iconic in its coverage of music and popular culture, political journalism and commentary. From the Beatles' Magical Mystery tour to Shawn Mendes, Rolling Stone has covered the greatest rockstars, the hottest celebrities, the biggest political stories. Called a 'counterculture bible' by The New York Times, the magazine has launched careers, defined what was cool, inspired a rock song, been embroiled in controversy, and over the last two years, found a new home with Penske Media Corporation. 

    17th Jun 2019 Features
  • How to fix broken digital ad models

    Despite popular belief, subscriptions and paywalls will not be the silver bullet most digital publishers have been waiting for. Instead, publishers should be exploring innovation in digital advertising formats, said Jessica Rovello, co-founder and CEO, Arkadium, USA, at this year's Digital Innovators' Summit in Berlin. She proposed four new formats as a good place to start.

    17th Jun 2019 Features
  • The real reason why newspapers are losing to Facebook

    There’s a major problem facing communities everywhere — local news is losing the competition for advertisers to the duopoly (Facebook and Google). These two firms account for around 70 per cent of all digital ad spending globally, which has forced closures and cutbacks and severely threatened the future of journalism.

    20th Jun 2019 Opinion
  • Four Meredith brands on why magazine media are focusing on social good

    Magazine media have long put energy and resources into efforts that are bigger than their brands, into socially and environmentally responsible events and campaigns. Companies are balancing making a profit with being responsible to the planet and the communities that they operate in.

    24th Jun 2019 Features
  • Chart of the week: Where do people find news on their smartphones?

    A little under half of the people in the United Kingdom and Finland said they first referred to news websites or apps when using a smartphone for news, according to Reuters most recent Digital News Report. While around half of people in the United States and Italy said they used social media and messaging apps when initially engaging with news on their smartphones.

    17th Jun 2019 Insight News
Go to Full Site