By Catherine Turner

A recent survey found a strong disconnect around what the term ‘native’ actually means, while more than half (52 per cent) of media executives surveyed by Say Media feel definition is stunting the growth of native advertising.

These feelings certainly prevail at an industry roundtable aimed at exploring the state of native and its future potential, though the media executives present are slightly more optimistic in their outlook as to whether this matters.

Also up for debate is the need for more robust measurement and evaluation tools, the role of publisher as trusted gate-keeper, the growing role of mobile and in-stream Read full story ›

Source: The Drum