Ben Davis says, “There are many articles out there defining what native advertising is and what it should look like.

There are native formats (simply in-stream ads, like expanding video), sponsored content (shaped by the publisher), content syndication (related content promoted through platforms such as Outbrain) and advertorials (often written by the advertiser).

There are blurred lines between some of these formats but what they have in common is a terribly misleading descriptor. This sort of advertising is anything but native, it is invasive, lurid, and can only survive as such.

Native advertising must, of course, be distinguishable from publisher content, by law.

Further than that, it should stick out like a sore thumb lest it leave readers unnerved by a conflict of interest or disappointed by the standard of content”.

Is native advertising sustainable?

‘Econsultancy’ Blog

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