By Seb Joseph

The issue was brought into sharp focus when The Drum spoke to experts from publishers and agencies about whether native advertising works for the consumer. It is still a novel approach to many readers, they claimed, with different ad formats emerging as advertiser confidence grows in this particular form of content marketing’s ability to shift brand metrics.

However, native ads are still in their infancy and while generating significant buzz among publishers and agencies, it has yet to shift measurement conversations significantly away from the CPM rat race. Much of this rests on how effectively publishers recalibrate internally to produce content Read full story ›

Source: The Drum