How Native Ads Build Better Brands with Dan Greenberg
\u201cIf you can design triggers into the thing someone\u2019s already doing, you make advertising even more impactful.\u201d Expanding the definition of advertising to include more human-centric and respectful ideas has been at the heart of Dan Greenberg\u2019s work as CEO and founder of Sharethrough and as a leader in the native advertising movement. We discussed all of this and more this week on the On Brand podcast.\nAbout Dan Greenberg\nDan Greenberg\xa0is the CEO and Founder of Sharethrough, the largest independent native advertising platform that powers in-feed native ads for publishers like\xa0Forbes,\xa0Time, and CBS and enables marketers like Coca-Cola and P&G to programmatically distribute branded content at scale. He dropped out of the Stanford Masters program to start Sharethrough and went on to popularize the term \u201cnative advertising\u201d in 2008 and now serves as Chair of the IAB Native Ad Committee. He has been named to Ad Age\u2019s 40 Under 40, Forbes 30 Under 30, Inc.\u2019s 35 Under 35 Founders List, and honored as an Ad Age Media Maven.\nEpisode Highlights\n\u201cI have money and can steal time\u201d is an advertising approach that\u2019s fading.\xa0Dan notes that native advertising is more human as it demands mutual respect between the consumer and the brand.\nWhen building a business becomes a movement.\xa0\u201cThis seed of an academic idea (respectful, human advertising) turned into a business and that turned into a movement,\u201d says Dan. The rest is native advertising history.\nHow to create a movement.\xa0Dan was quick to stress that this doesn\u2019t happen on its own.\xa0\u201cIt starts with conviction. It starts with community.\u201d He then went on to reverse engineer the process behind how this happened in the native advertising movement:\n\nLive in the future\n\nFind conviction\n\nName it and frame it\n\nHelp other people find it\n\nSpeaking of the future, we also did a lot of talking about Web 3.\xa0Do yourself a favor and listen to the whole episode but Dan notes that Web 3 will be \u201cowned by users, not the platforms.\u201d\nWhat brand has made Dan smile recently?\xa0In keeping with our Web 3 theme, Dan pointed to Gary Vaynerchuk and the engaging, human content he creates as a brand that\u2019s made him smile.\nTo learn more about Dan,\xa0follow him on\xa0Twitter\xa0and check out the\xa0Sharethrough\xa0website.\nLearn more about your ad choices. Visit megaphone.fm/adchoices