Beating the ad blockers and creating native advertising that works

This article explores how beating ad blockers is only part of the solution, and the advertising industry has a duty to do native advertising well, in order to avoid turning off consumers.

Investment in native advertising will soon account for the lion's share of mobile adspend, as brands seek to overcome consumer fatigue with banners and pre-rolls. But beating ad blockers is only part of the solution, and the International Conference on Online Media Measurement (I-COM) 2017 conference in Porto heard that the advertising industry has a duty not just to 'go native' but to do native advertising well – or it risks creating yet another turn-off for consumers.

Ilana Westerman, CEO at Create with Context, said native advertising – essentially, advertiser-created content that looks more like part of the publication in...

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