How Native Advertising Is Becoming Mainstream


Time remains the biggest enemy of all things on the internet. Not a lot of Dot coms have lasted decades. In the 2010s a bunch of content discovery platforms had started gathering popularity. After call content discovery on the desktop was all but limited to Facebook - which also looked very different back in the day.

As a society, we are creating and consuming content - faster than ever before. And given the volume of content - our discovery is largely dominated by two folks - peers and Algorithmic recommendations - Google, Outbrain, Taboola et al. So in this episode, we will try to decipher - how “sponsored recommendations” is now a established category - Native Advertising. Native Advertising’s share of the marketing budget has gone up consistently in the last 5 years. Speaks volume. Sandeep Balani, Country Head for OutBrain will help us understand why has native rocketed and what does the future look like.

Here are the few points that we will cover-

  • Native advertising - When did it all start and where are we heading?
  • How has Native Advertising’s share of the marketing budget been trending?
  • Do brands look at Native advertising as an extension of their brand campaigns or is it also breaching in the performance category where the demand is practically unlimited.
  • In terms of performance, where does Native stand when compared with Google and Facebook
  • What about content formats. How is native working out for different content formats. What works?
Sandeep outbrain


Sandeep Balani

An intrapreneur aspiring to be an entrepreneur with over 19 years of experience in Media industry spread across print; Digital and Ad-tech.

Connect with Sandeep

About the company

Outbrain is the world’s leading discovery and native advertising feed for the open web. A third of the world’s Internet-connected population explore and discover information through our feed technology, which is trusted by emerging to established brands and integrated into thousands of media companies’ tech stacks to manage and monetize their publishing operations. Outbrain operates in 55 countries and is headquartered in New York City with offices in 18 cities worldwide.


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