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...