Native Advertising is a real alternative to traditional banner ads.? It offers the possibility of meaningful engagement for advertisers, a differentiated and premium product for publishers, and valuable content for consumers.? But like any emerging technology there remains a lot of confusion about what it is, and many claims from the incumbent banner ad ecosystem about its effectiveness and scalability.? As one of the earliest innovators in the Native Advertising space we believe that it will be as scalable, buying it will be just as programmatic, and ultimately it will be more valuable, than the existing banner ad ecosystem. ? So as Swoop continues to be at the forefront of innovation of this emerging market we thought it would be helpful to share the native ads checklist that we use to guide the development of our Native Advertising Platform.

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