The native frontier: How pioneering marketers can navigate the uncharted terrain of the native ad

Edwin Wong

This article details research from the University of California looking into how native ads are growing and how they should work.

The native frontier: How pioneering marketers can navigate the uncharted terrain of the native ad

Edwin Wong

As long as there has been advertising, consumers have had to contend with enticing appeals to sample the latest this or the newest that and decide when — if ever — to give it a try. Today, tech enthusiasts seem to face this conundrum on a daily basis. From smartphones to wearables to other gadgets, there's always something new vying for a consumer's attention or looking for pioneers to help it take hold in the market.

Similarly, advertisers in...

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