By Seb Joseph

News UK and The Economist claim they’re not out to steal native content briefs from agencies, insisting more collaboration is needed to make it a more successful part of the marketing mix.

The tussle between media owner and media agency for responsibility of native ad formats has pushed the latter to form their own publishing offerings. And while some media shops grumble that publishers are using the popularity of native content to take money from their pockets, News UK and The Economist believe there is nothing to fear; after all, a brand doesn’t go to a media agency when Read full story ›

Source: The Drum