ADEXCHANGER - July 26 - Match Media Group runs an ad business for Match Group. It sells ads both direct and programmatically. Although it's interested in serving programmatic ads on its mobile app, Tinder, Match is working with just one third party at the moment: Facebook Audience Network, which it brought on in February.
Q: Tinder started experimenting with native ads a couple of years ago. What ad experiences are available on Tinder right now?
A: Today we are monetizing Tinder in two ways. One is in our direct business, which has a number of native ad opportunities within the cardstream. We have autoplay video, but it runs full-screen. The other is a display native unit that acts as a card, and when you right swipe you get a message or match. We also use Facebook Audience Network.
Q: Facebook has talked about running out of room to increase ad load in the future. With your scale, are you in a similar position, where you have more ad inventory than you choose to fill at a given moment?
A: For our direct business, we are not constrained in supply in the near or medium term. We are continuing to grow [sales], particularly in Tinder, which tends to be a focus of a lot of that direct business.
Q: What's different about monetizing via mobile app vs. mobile web?
A: For us, the difference is more about the properties. Tinder is 100% mobile app. What's been surprising is finding the right tech to participate in the middle, in between those two [mobile app and mobile web]. How do I do bidded mobile native with a beautiful execution that works consistently on a platform that everyone's plugged into? I think the market is coming along, but there is no established perfect framework to draw on.
Q: Why is it so difficult to execute bidded mobile native?
A: Programmatic native is more complicated. You're rendering multiple assets at a given time. In a bidded environment, you have to be prepared to do that for a number of different ad executions, and that's more complicated than the web, where when you win the auction your third-party tag serves the creative.
Q: Can anyone else besides Facebook deliver that bidded native experience at scale right now?
A: We would like to find the perfect partner to solve that problem. Facebook runs bidded native really efficiently. I need a solution that can come as close to that as possible.
Q: Dating traffic can be viewed by some marketers as not brand-safe. How do you see that playing out in your programmatic and direct business?
A: Less and less is that an objection we hear. By 2020, half of the population will be single. Not using Tinder or another dating product is now surprising because that’s the norm, using digital to meet people.