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native ads

web push notification

How adgebra uses web push notification as native advertising inventory

538 310 Rajesh Chande

A constant requirement of innovative inventory has become the need of an hour for any native adtech company. Publisher acquisition team is continuously under pressure from sales and delivery departments to increase the ad inventory supply simultaneously improve on quality. Increasing inventory vertically by signing huge MGs with publishers is not a viable solution where margins are always on fire.

At Inuxu, the adgebra platform story is no different. Rohit (CEO) and Shashikant (Head of Inventory) were always at loggerheads for the very same reason.

A part of the problem was solved when we launched a self-serve platform for long tail publishers. We started onboarding a lot of publishers and a new inventory supply was growing at a steady pace but the exponentiality and quality were not as expected.

Rohit envisioned ‘Web Push Notification’ could be an interesting addition to native advertising. Push notification is a subscribed-only inventory and it displays on the user’s machine, promising 100% visibility. Such inventory quality would do wonders for advertisers on adgebra. Immediately the idea was discussed internally with me (Rajesh – CTO).

India’s largest Web Notification tech company is iZooto and coincidently Neel the Cofounder of iZooto got in touch with Rohit via LinkedIn and conversation of cross leveraging each other’s needs and strengths started. However, it was not as simple as it sounds and the whole challenge of making this merger work came to me, my tech team, and the tech team at iZooto.

What is web push Notification and how it started: A push notification is a message that is “pushed” from a backend server or application to user interface, e.g. (But not limited to) mobile applications and desktop applications. Apple was the first to introduce we push notification in 2009 and in 2010 Google released its own service, Google Cloud to Device Messaging.
How is it different: The beauty in web push notification, unlike traditional ways, is, the user need not be subscribed & active on his device, meaning there is no need for a user to be reading his favourite article on any website for an ad to be shown to him. This was kind of a gold mine and iZooto cracked it quite early by tying up with publishers and having a fantastic platform quick and ready for use of publishers.

Here are a few technical details on the marvellous Integration between iZooto and adgebra. The integration is a pure HTTPs request and the response is in JSON format that contains all the components needed to form a native ad and make one impression of Push Notification on a client’s device.

adgebra needs a lot of User details (PII excluded) for intelligent decisions in showing a relevant ad to a user based on his Geo, Site, Device, language, etc. iZooto passes on all the user and site-related parameters to adgebra and this forms targeting input to adgebra. These inputs are fed to adgebra algorithms and provide the most relevant native ads based on the input targeting parameters.

There were other challenges of security, requests through multiple servers, native image size difference, impression and click tracking, fraud clicks, etc. Each case had its own challenges and solutions were custom designed and implemented.

Currently, adgebra is serving 1mn+ requests daily from iZooto that translates to around 4K to 5K clicks.

Integration wouldn’t have been a cake walk without a great tech team at iZooto – hats off to Neel, Rohit and Sachin – Kudos guys, let’s reap the benefits!

Growing importance of native advertising in Digital strategy

538 310 Bianca Paes

Over the recent years, native advertising has become increasingly streamlined and standardized. And only seems to improve in finding ways to deliver and promote content. If you are an advertiser looking to expand your business or a publisher looking to monetize your website through the digital platform, here are a few reasons why you should do it.

Native advertising is a piece of content, article, video, infographic that is distributed to an audience through a publisher platform in a way that does not disrupt the native user experience of that platform. In simple words, non-intrusive ads; these ads blend well with the publisher’s website, therefore building trust and engagement with recurring/prospective customers than traditionally displayed ads.

There are plenty of advertising strategies to choose from. Native advertisement covers the area of sponsored content, videos, surveys, questionnaire forms, under one head. Some even provide widget-based native advertising which is great for content on a website.
Native ads help to create online and social presence across popular social networks and help monetize and optimize content engagement.

It promotes branding, popularity, and outreach of the websites and can be maximized with an effective native advertising strategy. When readers find that content with native ads are of high quality, a feeling of trust grows among them.

Better user engagement and optimum sales. Native advertising can help you to achieve
optimum sales for your business. It generates higher searches and sales for your website as it is directly proportional to the content marketing strategies applied. Native ads have a higher sale and purchase ratio compared to other traditional ads.

This results in spreading the name of the website which ultimately promotes branding.
Native advertising generates higher purchase intention as readers are highly accustomed to these kinds of ads compared to traditional banner ads.
So now you know, what native advertising is and how can it help you.
For more info on how Inuxu caters to native advertising needs via its ‘adgebra’ platform please visit

The future of native advertising depends on adoption of vernacular language

538 310 Debaroon Gupta

For us, human beings, language has been the key to our dominance in this planet. Thousands of languages and dialects are being spoken all over the world as of now. Even though the internet has made the world a smaller place, but discrepancies in understanding and comprehending language other than your mother tongue have been there. Even with quick translation services being offered by various websites and applications, the charm of your own spoken language shall never be taken away.

That’s why there is a massive vacuum in digital media and marketing that’s waiting to be occupied. Experts and experience have already proven that advertising is more apt and effective if done through vernacular languages with the help of search engine optimization. Brands seem less elusive and connect more with the audience if they are reached in vernacular language. Statistics in India show that the growth gap between vernacular language and English has been iconic. Hindi, specifically has grown by 94 percent compared to English at 19 percent.

We at adgebra understand this trend and think it’s imperative to apply it to our strategies for future brand promotion and marketing. adgebra’s non-disruptive, high visibility native ad unit ensure vernacular ads are shown to the ever-growing digital vernacular audience. adgebra’s portal network has multi-category sites from 10 major vernacular languages and is the only network to showcase this in our bouquet of services. So, whether your native language is Hindi, Tamil, Bengali, Marathi, and many others, there’s a greater chance you have viewed our native ads and interacted too while browsing your favorite vernacular content. The scope of connecting with vernacular readers and serving them relevant ads is immense – And the technology at adgebra facilitating this is simply effective and highly visible.

One Year since inception, Executing more than 2000 campaigns, implementing unique targeting and optimization options, campaigns boosting 3X CTR. adgebra today effectively helps brands reach to more than 750 vernacular portals, making it the Future-proof Native Advertising Platform in India and confidently the hottest new traffic strategy in digital marketing.

Adgebra’s article recommendation widget

300 200 Shashikant Anpat

Declining ad revenue, managing site to support multiple browsers, OS, device types and hostile competition is adding a lot of pressure on publishers. With screen size getting smaller and smaller, the attention span of the user towards content on websites has also been on a decline. All of this put together is making life of typical digital publisher tougher day by day. This gave rise to a lot of third-party technology service providers that help publishers manage or solve all the above mentioned problems.

Inuxu’s adgebra platform through is various offerings is also helping publishers solve burning issues. Adgebra’s article recommendation widget ‘SPIKE’ is facilitating publishers increase the ‘time spend’ and ‘average page views’ per user, thereby increase in ad revenue. Article recommendation widget is science behind picking right articles and presenting it to the user at the right time with the hope that he/she will stick to the site. This simple problem historically was managed by publishers in-house. Though with no direct revenue impact from it, such in-house development took back seat and problem starting becoming bigger and bigger. Specialized technology companies saw this as an opportunity and this gave birth to ‘content discovery’ platforms.

Content discovery platform in the current state is more of native ad widget that generates decent ad revenue for publishers but does not help to manage increase user attention span. Adgebra’s SPIKE orchestrated the art of managing both the needs (increase in user attention span and ad revenue).

Article Recommendation mix of ‘Art, Science, Language and Finance’

Adgebra’s SPIKE recommendation throws suggestions to users that works on multiple algorithms article recency, popularity, trending, relevant, personalized and cross domain thus SCIENCE helps in making user read what he/she might want to read. SPIKE also is customizable in its appearance to ensure that it gels well with the website across device and browser types thus ART helps in making the user feel at home. SPIKE currently supports English plus all Indian regional languages thus making it perfect LANGUAGE friendly tool, unlike its counter tools that support maximum 2-3 languages. SPIKE ensures that revenues from native ads are coming in to take care of FINANCE side.

Having all the above mentioned features SPIKE is the undisputed leader in content discovery platforms.

Here is the case study on how SPIKE helped leading tamil language publisher achieve 100% (2X) increase in page views with decent native ad revenue.

adgebra article recommendation

native ad in regional language

Native ad in regional language

300 200 Vrushali Anpat

What is Native Ad?

As per Wikipedia: Native advertising is a type of disguised advertising, usually online, that matches the form and function of the platform upon which it appears. The key to writing and designing a successful native ad is to know your audience and the medium the native ad will appear within.

Growth of native advertising

Native advertising term was first coined by Fred Wilson at Online Media, Marketing, and Advertising Conference in 2011. ­In December 2013, BIA/Kelsey estimated native ad spending on social media alone would grow from $3.1 billion this year to $5.0 billion in 2017. As a percentage of total social ad spending, it projected native would rise from 38.8% in 2014 to 42.4% in 2017.

BI Intelligence predicts that by 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016. The new report of data released by BI Intelligence is below:

native ad

Growth of regional language websites

It’s no secret that India has a massive internet user base. The number of internet users is expected to hit 500 million by 2017. But many of these users are increasingly surfing the web using regional languages, and not English. The report finds that the local language user base is growing at 47 percent and reached 127 million in June 2015.

Speaking at the 8th Indian Magazine Congress in New Delhi, Google India’s MD Rajan Anandan also predicted that content consumption will grow on various platforms with vernacular content raising the demand. “The vernacular sites are growing at 56 per cent y-o-y and English sites just by 11 per cent y-o-y. The fastest growing websites in India are now vernacular news sites and the consumption is growing five times as compared to English,” he informed. This means there is a lot more room for growth in local language content.

The growing demand for regional language content also opens up new doors for regional language advertising. In the last couple of years, there has been an increase in Hindi language display banners on various sites, this trend is being followed by other vernacular languages as well and they are delivering better CTRs than English language banner ads.

Regional language Native Ads: Does it sound exciting?

Let me discuss a case study where we experimented and used regional language to create a native ad and delivered the campaign brilliantly.

Case Study:

Client: A major BFSI company

Campaign Type:  Native ad campaign on CPC basis

Approach 1: Our team worked on it and created a native ad with English text. The text was approved by the client and served on all relevant native ad inventories. The CTR in this case, was not as expected.

Approach 2: After doing few trials and errors to improve CTR, the idea of using regional language text crossed our minds.  Accordingly, we translated the same text in different vernacular languages and took the campaign live on respective regional language sites. This approach gave us a very surprising result. CTR improved 10 times when regional language was used in native ads compared to English text native ads.

Conclusion: This particular case study gave us definitive proof that there is tremendous potential in using regional language native ads on regional websites. These ads were more effective in reaching the audiences. This also supports the above data and stats about growth in content consumption in regional language.

Challenge and Solution

The biggest challenge faced is the lack of authentic services in regional language translation. This is one of the reasons still most of the brands prefer to run native ads in English.  Approval of vernacular native ads takes time and hence campaign delivery might get affected.

To utilize the benefit of regional language, reliable language translation services are required. This will surely uplift campaign delivery and will help brands tell their story in a more personalized way.

Inuxu’s adgebra platform offers native ad solutions in 10+ regional languages. For more information write to us at

trends in digital advertising 2016

5 digital advertising trends that will rule in 2016

599 401 Prerna Mehta

2015 is about to end and we will enter another existing era of digital advertising in 2016

Here are the top 5 trends that will rule digital advertising space in 2016. Digital advertising has always been a complex and volatile industry. With new trends paving way every passing year, advertisers and publishers need to stay tuned to all the latest updates. Let’s talk about some hot topics or trends that will keep advertisers and publishers on their toe’s in 2016.

  1. Mobile video advertisement
  2. Big Data usage for predictive analytics
  3. IoT and advertising on wearable device
  4. Native advertisement
  5. High impact ad units

Mobile Video advertisement: As per IAMAI study, 60% of internet users in India access the internet via their mobile phones now. The number is expected to reach 315 million by 2017, estimates IAMAI-KPMG report. A recent report from comScore reveals 100% growth in Online Video consumption in India in last 2 years. All this leads to advertisers spending their dollars on video ads on hand held devices in 2016. There are specialized companies which deliver mobile video ads programmatically. Advertisers will think mobile first when making their digital advertising strategy. With more telecom operators in India ready to launch 4G services in 2016, video consumption on mobile will rise even more thus pushing ad spends on mobile video ads.

digital advertising

Big data usage for predictive analytics: Big data is the backbone of predictive analytics. We will see a rise in new generation marketers using big data technologies for delivering better-targeted campaigns. Marketers can also find and target their best potential customers both existing and new, using predictive analytics. Decision making using this modelling method will give a new dimension to digital advertising strategy. 2016 will see a surge in startups offering, big data, predictive analytics & audience targeting solutions to all the stakeholders in the digital adverting landscape.

IoT and advertising on wearable device: Wearable devices & IoT will make more room for themselves in 2016. The Wearable device market in India is predicted to boom in the coming year. Some advertisers believe, that wearable devices (smart devices) are an extension of user’s phone and users will be more connected to these devices. When consumers moved from desktop to mobile, advertisers and technology companies studied and gained insights into behaviors and buying pattern of their consumers.  The same can be predicted for users moving from their mobile phones to wearables devices. Advertisers in India might not spend a lot on wearable technology as of now, but big data and analytics companies might end up collecting data for future. This transition will help us gather information and understanding of consumer habits across multiple devices. We might see some experiments happening in this space to see how consumers react to seeing ads on their wearable devices. We foresee healthcare companies utilizing health wearable as another device to target their audiences.

Native advertisement: Native advertising seems to be a lucrative option for advertisers and publishers in 2016.
Data from BI Intelligence finds that spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. Natives ads are gaining popularity because of its non-intrusive nature and its immunity to ad blockers. Even, social native advertising is growing at a fast pace. Content marketing and native ads will go hand in hand. Advertisers will have to create appealing native content to generate more clicks. Companies like Taboola and Outbrain will be able to harness this growth in 2016.

High Impact ad units: 2016 will see advertisers and publishers working together to focus on user experience across devices. Non-standard ad format is the new kid (spreading across display, mobile & digital video) in town and is expected to attract advertisers and publishers to deliver desired revenue. We might see new standards and best practices being set for these ad units in 2016. International bodies like IAB, has already included a lot of innovative ad units like Billboard, Sidekick, Portrait, Filmstrip etc. in their rising stars catalogue. 2016 might see other non-standard ad units like in-screen, in-article and mobile innovations topping the charts. These innovative ad units deliver exceptional user engagements without disturbing the user experience or publishers’ content. We will see a rise in a lot of companies and ad exchanges delivering innovative ad units programmatically.