The future of native advertising

This article discusses the future of native advertising, arguing that it is likely to be a core feature in branded mobile apps.

The future of native advertising

Owen SagnessMicrosoft Advertising & Online

The rise of native advertising means editorial integrity and transparency need to be front of mind as brands look to engage consumers with content they have produced themselves.

Native advertising was a hot topic last year and is already causing quite a stir again in 2014. But, in truth, it's a bit of a buzzword. If we take 'native' as meaning anything that takes on a publication's persona, almost morphing into existing editorial, then the concept has been around for years. Advertorial content has caused controversy since its inception...

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