‘Native advertising: The emperor’s new clothes?’ – ‘Econsultancy’ Blog
Ben Davis says, “Great native advertising cannot be automated.
To think about selling on a CPM basis and defining native advertising as simply a question of format, rather than content, is wrong.
The value of a native ad campaign resides in the quality of the content, therefore the engagement with the piece – and that’s more than just a click, it’s time on page and a share count (and potentially an associated action).
At the IAB Content Conference, I listened to a number of speakers with interesting angles on native advertising”.
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