IAB 2015: Is native advertising a fad or a fixture?

Geoffrey Precourt

This event report addresses the evolution of native advertising, and the next steps marketers need to take in this space.

IAB 2015: Is native advertising a fad or a fixture?

Geoffrey PrecourtWarc

Peter Minnium, head of brand initiatives at the Interactive Advertising Bureau (IAB), leads a series of programs designed to address the under-representation of creative brand advertising online. It's a natural fit, as he formerly served as managing director of Lowe Worldwide, the global creative agency network.

"Native advertising is much more than the newest shiny object to appear on the digital landscape," he asserted. "It represents a fundamental turning point in the evolution of digital advertising, mirroring similar historical shifts in the maturation of print and television."...

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