Native Ads Best Practices – Metadata

Native Ads uses metadata to determine which publishers your content is most likely to be successful on.

For example, if we see the words travel, flights, and hotels we will likely show your website on sites in those macro-categories, as well as micro-categories that are associated with those macro-categories.

Here are the elements of your website Native Ads uses to classify your content:


    • OG Title: The OG Title property is one of the most important metadata properties you can have. Our system reads the keywords in your OG title and places high relevance on those in determining your content’s categories.
    • OG Description: The next most important property is your OG Description. We also use keywords found here to determine your website’s category.
    • OG Image: The image filename and content are sometimes used for additional relevance. Example: kim-kardashian-vacation-peru.jpg is better than 001.jpg.
    • Body: Lastly, Native Ads uses your body content to determine what your page is about. All of the text on your page is scanned for keywords which are then used to determine additional categories to target.

Optimizing for a native ad network shares a lot of parallels to optimizing for search engines. Imagine a quality score set for keywords found in your title, header text, and content. You want to make sure that your body content is talking about the keyword that would make up categories, sub-categories, and topic keywords within those sub-categories.

We strongly recommend that your headings and text are relevant to the type of content you are promoting. However, if this is not possible, the OG Title and OG Description can be used.

Updated on February 10, 2017

Was this article helpful?