Native Ads for B2B

Native Ads for B2B: A Comparative Analysis

A B2B enterprise ought to contemplate native advertising as it presents an exceptional prospect to interact with prospective clients in a discreet and efficient manner, in comparison to conventional advertising approaches. Native advertising denotes a mode of paid media that aligns with the design and functionality of the platform where it is displayed. 

Dissimilar to traditional advertising approaches that are frequently perceived as intrusive and disregarded, native advertising assimilates with the user experience of the platform and is more probable to capture attention and elicit interaction. This aspect assumes a particular significance in B2B marketing, where decision-makers are often more discriminating and less amenable to overt advertising messages. 

In addition, native advertising can furnish substantial worth to the reader by furnishing enlightening and pertinent content that tackles their grievances and requirements. This can foster the perception of the enterprise as a leading authority in the industry and cultivate confidence and reliance with potential customers. 

Another benefit of native advertising is its targeting potential. Platforms that provide native advertising frequently furnish sophisticated targeting alternatives that enable businesses to reach distinct audiences according to demographic, geographic, and behavioral data. This ensures that the advertising message is delivered to the appropriate individuals at the appropriate moment. 

Furthermore, native advertising can be an economical advertising method. As it frequently relies on a pay-per-click system, businesses are only charged when someone clicks on the advertisement. This permits businesses to manage their advertising budgets more efficiently and pay solely for authentic engagement with the advertisement. 

This article will undertake a comparative analysis of five web native ad platforms that B2B businesses may contemplate: AdRoll, Outbrain, Taboola,, and AdEspresso. Each of these platforms provides an array of functionalities, such as sophisticated targeting alternatives, automation tools, and integration with renowned ad networks and platforms. Through a comprehensive evaluation of the strengths and limitations of each platform, B2B businesses can determine which platform aligns with their marketing goals most effectively. 


The pricing model for AdRoll is a combination of a flat fee and a cost-per-click (CPC) rate. The flat fee is based on the size of the business and the level of support required, while the CPC rate is dependent on the competitiveness of the targeted keywords. AdRoll provides various pricing packages, such as a self-service option for small businesses and a fully managed option for larger businesses. 

Similarly, Outbrain’s pricing model is based on a combination of a flat fee and a CPC rate. The pricing plans can be customized to meet the specific needs of each business. 

Taboola’s pricing structure is based solely on a CPC rate, which varies according to the campaign and targeting options selected. Taboola offers both self-service and fully managed pricing plans for businesses of all sizes. also operates on a CPC pricing model, with the rate determined by the specific campaign and targeting options chosen. provides several pricing plans, including a self-service option for small businesses and a fully managed option for larger enterprises. 

AdEspresso’s pricing model is based on a CPC rate, which is calculated according to the specific campaign and targeting options. It also offers various pricing plans, including a self-service option for small businesses and a fully managed option for larger companies. 

Targeting Options 

Various advertising platforms provide a broad range of targeting options for their clients. These targeting options include the ability to select specific locations, devices, browsers, and interests. Additionally, retargeting options are available, allowing ads to be shown to individuals who have previously interacted with the brand. Advanced targeting options are also offered, such as the ability to segment the audience based on demographics, such as age and gender, and to exclude specific audiences from viewing the ads. 

Outbrain, Taboola,, and AdEspresso also provide similar targeting options to AdRoll. They all offer location and device targeting, as well as the ability to select specific interests. Advanced targeting options are also available, such as targeting by business size, industry, job title, and demographics. 

Ad Formats 

AdRoll offers several ad formats, including display ads, video ads, and native ads. Clients have the option to customize their ads using templates or designing their own. Additionally, AdRoll integrates with popular ad networks and platforms, such as Google AdWords and Facebook Ads. 

Outbrain, Taboola, and also offer a range of ad formats, including display ads, video ads, and native ads. Clients can customize their ads, and these platforms provide integrations with popular ad networks and platforms. 

AdEspresso, on the other hand, offers sponsored content, display ads, and video ads as its ad formats. The platform provides customization options, and clients can integrate with popular ad networks and platforms as well. 

Automation and Reporting 

AdRoll offers automation tools that allow you to set up and manage your campaigns with minimal effort. Its platform includes features such as automated bidding, which adjusts your bids based on the performance of your ads, and automated targeting, which helps you reach the right audience. AdRoll also offers detailed reporting options that allow you to track the performance of your campaigns and make data-driven decisions. 

Outbrain, Taboola,, and AdEspresso also offer automation tools and reporting options to help you manage your campaigns and track their performance. 


One shared drawback of all these platforms is their dependence on publishers to showcase native ads, which implies that businesses may not exercise as much authority over the placement of their ads. This could potentially curtail the extent and efficacy of native ads or attract an audience that is less pertinent to the business’s interests. 

As per a report released by eMarketer, customized content is among the most efficacious approaches to enhance engagement and conversions in native advertising. Nevertheless, personalization necessitates access to customer data. This is why linking your CRM system to your native ad platform is indispensable. By doing so, you can harness customer data such as demographics, interests, purchase history, and behavior to produce personalized content that strikes a chord with your audience. This not only heightens the probability of your native ads being clicked on but also elevates the customer experience. 

Paramantra is a CRM platform that streamlines the process of connecting customer data to the preferred native ad platform of businesses. Through its ParaOpen library, Paramantra has the capability to integrate with diverse business software systems to guarantee that customer data is consistently updated and readily accessible. This implies that businesses can generate and dispense personalized content based on current customer data, which results in enhanced engagement and conversions. 

Linking your CRM system to your native ad platform is critical for generating personalized content, enhancing the customer experience, and optimizing your marketing strategies. Paramantra simplifies this process by offering businesses a trustworthy and efficient method to connect their customer data to their preferred native ad platform. 

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