Nativo and Sharethrough Buying on Publisher Inclusion Lists

Nativo and Sharethrough are not a cheaper widget buy. The unit is a story rendered inside the publisher's own template on the publisher's own domain, and we plan it against engaged time rather than click rate: under sixty seconds of median engaged time the article is wrong, and no bid change or supply swap repairs that. We buy on your DV360 or Trade Desk seat, or through Nativo directly, and we are paid a fee. Your media is never rebilled through us with a margin on it. Supply, chosen by inclusion: We build inclusion lists rather than blocklists. For an industrial or medtech readership the entire buy is often forty to ninety domains: the trade titles, two or three national business sections, and nothing else. Open-exchange native at scale is where made-for-advertising inventory lives, and filtering it out afterwards costs more than never bidding on it. Deal IDs are negotiated per publisher group, and a title that will not do a deal is not in the plan. The article unit: A Nativo article inherits the publisher's typography, navigation and reader expectations, which is the whole value of the format and also the trap inside it. Brochure voice on a trade publisher's template reads as an intrusion, and engaged time collapses within a week. We write in the house style of the title we are running on, label the piece plainly as sponsored, and put the disputable claim in the first two paragraphs where the reader is still deciding whether to stay. What gets measured, and what does not: Engaged time, scroll completion, and exactly one tracked next step on your own domain. Viewability verification through IAS or DoubleVerify when your media policy requires the file. We will not add an attention metric that has no decision attached to it. If nobody will retire a unit because that number fell, the number is decoration and it belongs in somebody else's deck. Cadence: Performance here is a function of the topic, not of the flight dates. We plan three to five articles a quarter, retire them on engaged time rather than on an end date, and expect one of them to be clearly better than the others for reasons visible only after it has run. What we will not do: Open-exchange native without a deal ID. Sponsored work that is not labelled as sponsored, whatever a publisher is willing to allow. The thought-leadership brief with no argument in it: if the piece makes no claim a competitor could dispute, it will not hold a reader, and we would rather say that at the brief stage than after it has run. Percentage-of-media pricing, which pays us to recommend spending more. Not included: Earned media and PR placement, and any negotiation with publishers outside these two platforms. Widget-network buying, which is separate work with separate economics. Video and photography production. Development on your CMS. Media budget, which sits on your seat or your card. Who this is not for: Anyone spending under roughly twenty-five thousand euro a quarter in this channel, because the domain list is small enough that a thin budget just buys frequency against the same few thousand readers. Brands where six people sign off copy, since the house-style edit that makes the unit work is the first thing a committee removes. Direct-response buyers who need last-click return inside a fortnight, which is the widget networks' job and not this one.