We live in a world where everyone and everything does more and more online. It makes sense, then, today’s world of digital advertising is constantly evolving; marketing trends change just as fast as the way consumers engage with digital information changes. Despite ever-evolving trends, one tactic has generated the most hype in the digital space as of late: programmatic advertising.

Publishers and other websites often provide advertisers with a list of metrics by which to judge a native ad’s performance. While helpful, a brand should create its own metrics. Why? Native advertising typically relies on much subtler metrics to prove success than traditional banner ads (as most native ad campaigns seek to understand user attention and time spent with content versus driving immediate conversions).

We’ve mentioned it before, but we’ll say it again. Native Advertising kicks butt in today’s ever-changing world of online advertising. It’s a tactful way to deliver valuable content—your brand story—to prospective customers, leading to impactful impressions and brand lift. Advertising that’s beneficial to both the consumer and brand? Yeah, that’s pretty powerful. Of course, sponsored content doesn’t automatically guarantee engagement. Creating relevant, meaningful content is only part of the equation. You also need to take a strategic approach by using quality metrics to inform and ultimately define the success of your Native Ad campaign.