Support for native advertising

[omriariav]

Hi all,

I oversee user data as the product manager at @taboola, leading our preparations for a cookieless world. Over the past year, we have actively collaborated with the Privacy Sandbox teams (Chrome and Android) to advocate for the full support of native advertising.

Native ads blend into the website's content, matching the platform's look, feel, and function. These ads appear part of the user’s natural browsing experience, making them less intrusive. We use our JS library, which publishers integrate into the page. We render mid-article widgets and the below article's endless feed (example). In Taboola, next to ads, we also recommend organic items of the publisher, aiming to boost engagement metrics. The blend between ads differs per impression according to our content recommendation decisions.

Taboola supports various campaigns, including different forms of retargeting. We provide our own JavaScript library (pixel) that advertisers can place on their landing pages to enable these features.

We have the highest respect for the work done so far, but we think it didn't consider native advertising, focusing only on display advertising needs.

We would like to highlight the following main gaps in regards to retargeting and audiences:

• Native look and feel - The Fenced Frame solution must allow the renderURL to use publisher page look and feel styles (Passing rendering params turtledove#741).
  Ad coordination—In native advertising, the number of ads per placement is higher than in display ads, potentially creating endless opportunities for auctions. Being aware of the status of current/previous auctions is critical for de-duplication, demand diversity, and ad quality rules. We need to ensure the server-side auction design takes this into consideration
  • Guidance required - how to implement diversity filtering when running native advertising in PAAPI with multi sellers and multi auctions turtledove#1199
  • Guidance required - how to enforce 'publisher blocking' (filters) rules when running native advertising in PAAPI with multisellers  turtledove#1097
  • Return multiple results in an auction turtledove#1074
  • Creative pre-registration strategies turtledove#792 (comment)
• Suppression support - in native advertising, the order of ads is based on ranking. When we serve suppression (exclusion retargeting) and the criteria are not met, we must maintain the order of ads. We will need to ensure the server-side auction can support the native use case
  • Support for Negative Targeting in Protected Audience turtledove#896 (comment)
  • Alternative way to implement negative targeting  turtledove#1096

We will be happy to collaborate and engage to promote these needs.
Thanks!