With the rising concern surrounding nonviewable impressions, bot fraud and brand safety, brands are attempting to find new ways to engage with their audiences.

Native advertising continues to be an increasingly popular tactic that brands are implementing as a major part of their overall digital media plan. Native ads allow for a more authentic and unobtrusive experience between a brand and their desired audience. And while these ads allow brands to have significantly less fear of brand safety issues and poor performance, they do not come without their own obstacles. There is still much to consider when looking to implement a successful native ad campaign.

According to the Native Advertising Institute (NAI), a native campaign will only succeed if the following components are considered:

• The ad creates some sort of value for the audience
• The ad is authentic
• KPIs are factored in

Native ads that meet such standards will likely succeed in grabbing the audience’s attention. However, attention alone cannot be the sole metric. Therefore, there must be additional methods of measuring whether the native ad succeeded in grasping the audience’s attention. However, the standard KPIs that are associated with most traditional digital media campaigns don’t directly translate into native advertising. And standardized metrics for native have yet to be established, causing brands to track campaigns on a range of metrics. This inconsistency may be a major challenge when determining the success of such a campaign.