It’s Week 3 in our showcase of Flite’s take on native, which means it’s time to reveal our final feature in this series (yes, we know you’re excited). During Week 1 we talked about our newly responsive functionality, and last week we discussed Style Inheritance. This week we’re pleased to present Datastream.


Our native solution is centered on delivering an easy-to-use approach for publishers and designers, and Datastream aligns precisely with this. In fact, it goes beyond the traditional concept of native by drawing from the best of what rich media and the Flite Design Studio have to offer, and combining this with the impact of native.

Our customers have always produced a breadth of high quality content. Previously, content would be manually populated into an ad during the building process. But we wanted to simplify things and empower our customers to leverage their existing content, using the tools in Design Studio they’re already familiar with. As this existing content sits in a feed, it would mean going directly to the source and pulling from a feed to gain access to this content.

This is precisely what Datastream does—it enables a data feed to be tied to an ad unit. Through this functionality, the various sections of an ad are fed by the publisher’s data source. What this means is that a designer no longer has to go into Flite’s Design Studio and manually build or change out the content of an ad.

Let’s walk through an example to help illustrate:

Consider this example ad, made up of five sections. When you build this ad unit using the Datastream feature, it becomes tied to a data source. The data source feeds the image, title, and product description into each of the five sections. Once you decide you want to change out the content in the ad, you only need to update the content within the data feed—instead of manually making changes to every section of the ad. The unit automatically pulls the updated content into the ad, importing image, title, and description into each of the five sections.

This example ad is comprised of five sections sitting side by side, but designing the format of the ad is completely up to you. You can control the layout of the sections or what we call view templates as easily as you can with all other features in the Design Studio. You also can define scrolling behavior as well as how the views repeat. Datastream makes use of existing technology in our Design Studio, meaning you can format your view templates in a list view, slideshow gallery, or in another way that works for you. Here are a couple examples of different layouts that can be achieved with Datastream:

An example of a Video Gallery layout achieved with Datastream
An example of a Video Gallery layout achieved with Datastream
Datastream can be used to wire up and lay out Pinterest views
Datastream can be used to wire up and lay out Pinterest views

Datastream provides a simplified, streamlined way to update and alter content within an ad while preserving its existing look and feel. As publishers move increasingly away from rich media and towards native, the benefit of being able to regularly produce new content is increased. A native ad requires minimal change to its look and feel, but updates in content bring significant value as users seek out relevant, fresh content. As the saying goes, content is king.

Similar to our Style Inheritance feature, Datastream is in development stage. If you are interested in beta testing, please contact our Product Manager Alex Kim for more information (note that space is limited).

Using our three native features—Responsive, Style Inheritance, and Datastream—publishers and designers now have the option to build fully native ads or simply more integrated rich media, by using these features together or separately in the way that works best for them. By synthesizing existing features from rich media ad design with new native functionality, we’re excited to present to you our “beyond native” solution—and we look forward to seeing the results it brings.


Note: We previously referred to Content Stream in an earlier version of this post, which has since been amended to Datastream.