IAB’s native ad guidelines will help combat bad consumer experiences but must not 'restrict' creativity, say agencies
Agencies have welcomed the IAB’s move to standardise native advertising, which has seen it introduce the first wave of guidelines around the marketing technique to ensure consumers are not misled by commercial content disguised as editorial.
The Drum spoke to media and creative agencies, including Starcom MediaVest (SMG), Essence, Havas, DigitasLBi, DLKW Lowe, Doner, and Gravity Road to guage intial response from the market.
Source: The Drum
