How to use native advertising effectively

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

Jump to:Definitions | Where to start | Essentials | Case study | Checklist | Further reading

Native advertising is an intersection of paid and owned media, and therefore is a form of converged media. It promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effective and engaging messaging that provides welcome economic benefits – so long as sufficient strategy, learning,...

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