M&S and MailOnline: Best practices in native advertising
Joseph CliftWarc
With established newspaper brands facing a tough environment – latest Warc data suggest newspaper advertising will decline 1.8% this year – effective ways of monetizing content have become increasingly sought-after.
One of these is native advertising: advertiser-funded content that is handled by a publisher's editorial team. One major UK news brand, the Daily Mail, has recently expanded its native advertising team. And Anne Shooter, the company's commercial editor, discussed its strategy at the iMedia Summit, an event held in London in April 2015.
MailOnline's model
MailOnline, the...