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Google, Native Ads and What It Means For Publications

Earlier this week, Google solidified their take on so-called “native advertising,” one that they have been slowly crafting due to the rise of these advertisements in places like BuzzFeed and the Atlantic.

To put it simply: Google has created resources for publications to build native ads with Google’s blessing, but you’re not going to see it anywhere near Google News.

Tools for native advertising are a first for Google, as companies have had to scramble to bring native advertising templates to their own publications. Google will now support these ads through DoubleClick for Advertisers, allowing publishers to adopt a plug-and-play code system that makes setting up and tagging the ads much more easier to execute.

“We’re already testing this capabilities with a handful of publishers and will be looking to expand in the coming months,” the DoubleClick team wrote on their Advertiser blog. “Our goal is to make this technology seamless for publishers who want to have flexibility in implementing native formats and making the most of them on their properties. ”

But, that new support doesn’t change Google’s stance on how native advertising should be displayed within the search engine itself. Over the last few months, the company has spoken strongly against including native advertisements in Google News, implying that doing so was fraudulent. Google’s web spam team, led by Matthew Cutts, will execute removal as threatened by the Google News team if a piece of paid content ends up within the Google News search engine.

Check out Cutts’s video explaining Google’s opinion below:

Native advertising is a brave new world, and one that some of the biggest websites have accepted with open arms. But, Google’s line in the sand makes it clear: native advertising is ads first, content second. Any attempts to pass native advertisements off as content will be treated as such, and this forces publications to approach the subject gingerly. Which, in observation, isn’t too much of a bad thing: all publications should exercise caution when approaching native advertisements, and the threat of Google’s punishment is enough to keep most on the straight and narrow.

What do you think of Google’s thoughts on native advertisements? Let us know in the comments.

 

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