Meet your account directors

Hi, I’m Fabien, co-founder and director of Schwartz Consulting, an independent native ad agency based in London. With my team of native advertising experts, we help international brands conquer markets and sell their products or services across the world.

In 2025, I took full ownership of Schwartz Consulting and onboarded a team of senior Native consultants: Tristan Mangel and Yossef Bensemhoun. They both have their own expertise and specialities in the world of native advertising.

I asked them both 6 questions.

For me, that was the occasion to get to know them a bit better.
For you, it’s your chance to discover their personalities and to learn a few tips about native advertising.

Let’s start with Tristan!

Tristan, 12 years of experience in digital marketing

Fabien: When did you discover the world of digital advertising, and, more specifically, Native?

Tristan: Thanks to you, Fabien! In 2014, when I arrived in London, you brought me into Outbrain. That’s how I got started with Native. We worked together for about a year and a half.

Fabien: Which native advertising platforms do you use the most?

Tristan: Great question. We’re pretty platform-agnostic, so no real preference — it depends on the campaigns. In general, we use Taboola, Outbrain, MediaGo, Powerspace and MGID. It all comes down to campaign objectives.

Fabien: Any myths you want to debunk about native ads?

Tristan: That Native is only good for branding; that’s completely false. It’s great for branding — the formats and placement work very well — but Native is also highly effective for conversions and lead generation. People often forget that. We see it clearly in our performance campaigns: it works. As a complement to Google or social, it’s perfect.

Fabien: Why did you join Schwartz Consulting?

Tristan: Back to basics! After 12 years and various experiences — programmatic, publisher side, e-commerce — it felt like a natural return. I’ve been able to explore many areas of digital advertising, and joining Schwartz Consulting means getting back to Native and working with Fabien again.

Fabien: What is your expertise?

Tristan: I bring a broader, more global perspective. I have experience across many channels, with diverse clients and multiple verticals over 10+ years. I come with an open view on all formats and all the possibilities digital advertising offers — which is valuable for Schwartz Consulting’s clients.

Fabien: Any tips for businesses that want to scale on Native?

Tristan: I’d give two pieces of advice. First: think about the funnel. We often jump straight to creatives, but you need to think about the entire funnel. Second: don’t hesitate to run A/B tests. Test, test, test continuously — and never take for granted what’s working today.

Yossef, from Outbrain to Schwartz Consulting

Fabien: When did you discover the world of digital advertising, and, more specifically, Native?

Yossef: My journey with the digital world and Native started in 2022, directly at Outbrain. At the time, I was an account manager handling all kinds of profiles — agencies, brands, affiliates. I was also a specialist in French-speaking markets. We managed budgets ranging from €5,000 to €100,000, which was truly exciting. That’s also how we met, Fabien — I had the privilege of being Schwartz Consulting’s account manager for nearly 3 years. It was incredibly rewarding to support the agency in its growth and to see our work lead to recognised case studies.

Fabien: Which native advertising platforms do you use the most?

Yossef: There’s naturally a sentimental attachment to Outbrain, one of the two titans of native advertising. Taboola is, of course, essential. But more and more new players are emerging — Native is a constantly evolving space. I’m thinking of MediaGo with MSN and Microsoft, MGID, Revcontent, Newsbreak. Depending on your product type and target market, there are different niches to explore. That’s what makes native ultra-competitive and really exciting for developing different offerings.

Fabien: Any myths you want to debunk about native ads?

Yossef: The biggest misconception is that a native campaign can’t scale — that you can’t grow your volume while keeping your margins low and profitability high. That’s completely false. What people need to understand is that Native has its own methodology. It’s a somewhat more technical channel, requiring well-crafted positioning and constant renewal of what you put in front of your audience. It’s all about positioning and how you present your offer. You can absolutely scale with very large budgets while maintaining your margins — the methods are proven.

Fabien: Why did you join Schwartz Consulting?

Yossef: It’s really about this collaboration being multiplied many times over. Before, I was Schwartz Consulting’s account manager solely on Outbrain. When the opportunity to join your native ad agency came up, it immediately clicked. We’re stepping into a much bigger dimension: it’s no longer just Outbrain, but the entire native advertising ecosystem. It’s also a great opportunity for personal and professional growth. I’m really excited to keep pushing native advertising forward on a larger scale.

Fabien: What is your expertise within the team?

Yossef: After 4 years of dedicated work at Outbrain, I’m here to maximise advertiser performance. We don’t just do campaign optimisations — we build a global strategy across the entire network. We multiply opportunities and position ourselves everywhere relevant. For that, we work in an iterative, proposal-driven mode: we create landing pages, we push ideas to help you break through your growth ceilings. Our goal is to hit your targets — and go beyond them. I bring deep knowledge, responsiveness, and a proactive mindset that allows us to position ourselves effectively and rapidly across a wide range of native advertising platforms.

Fabien: Any tips for businesses that want to scale on Native?

Yossef: My first piece of advice: don’t give up. We see a lot of people abandon ship or lose motivation very quickly. Native is a channel you need to dig into and approach methodically. I strongly advise against trying to replicate a method or campaign from another channel like Google or Meta — Native is a channel in its own right. Take the time to study it, position yourself correctly, build the right funnel and customer journey, study your audiences. It’s well worth it. Don’t hesitate to get support if needed. In 2026, Native is an essential lever: if you have ambitions to scale your business, you need to position yourself durably on this channel. Invest fully and dig until you find the breakthrough.

If you would like Yossef or Tristan to help you scale across your market, book a discovery call with me.

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