Verizon Media ‘reinvents’ native ads with a new approach to measurement

Native ads offer an effective alternative to banner ads, which most consumers now routinely ignore if they aren’t actively blocking them.

It is one of the curiosities of the internet age that, despite the ever-changing nature of user behaviour, ad formats often enjoy a much longer lifespan than the digital media brands and platforms they grace.

Take the humble banner ad, still alive and kicking despite the deluge of material denouncing its (lack of) effectiveness. Now, six or seven years since its zenith as the digital buzzword of choice, Verizon Media – formerly Oath – has deci