The Internet Advertising Bureau (IAB) has moved a step closer to establishing a set of common standards for native advertising to provide better trading clarity around how to measure different types of content marketing.
It has released a set of “base line” definitions for marketers to draw from, which outline the various forms of content marketing, what they are and how they work within the digital advertising ecosystem.
The guidelines mark the first initiative to emerge from the IAB Content and Native Advertising working group, which was set up this February to address the terminology around the discipline.
Source: The Drum
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