By Seb Joseph

Brands, agencies and ad tech providers producing online advertorials should take heed of the good practice established in print media or risk confusing readers, according to new guidelines.

The Internet Advertising Bureau (IAB) has come up with the pointers in response to growing confidence in branded content that’s been tempered somewhat over concerns over the blurring lines between editorial and commercial posts.

It’s important to note that these guidelines aren’t for native content, which the IAB drew up earlier this year. The difference being that native content involves the automated distribution of content-based ads at scale across multiple platforms, whereas online advertorial Read full story ›

Source: The Drum