Advertisers are going native

Publishers and advertisers alike are looking for an alternative to banner ads. 'Native advertising', or embedding ads more seamlessly inside content, might be the answer.

It appears right now the next big thing in the advertising and media world is the concept of ‘native advertising.’ The term, which has been rapidly adopted by both publishers and advertisers, is a new format of advertising that promises advertisers greater effectiveness and publishers higher yield. Sounds great, but what is it?

Well, that is a tough question. Right now no one seems to have found agreement on what the term means.

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