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For B2C Marketing Professionals

Native Advertising: Handle With Care

Publishers Must Carefully Balance The Potential For Additional Revenues With The Need For Transparency

October 29, 2013

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Why Read This Report

Marketers and agencies alike are seeing great potential in native advertising, which offers the opportunity to present paid-for marketing messaging in editorial content formats. Amid the hype, a few questions about native ads are emerging, such as the potential for infiltration into search, the challenge of achieving scale, and the pesky problem of transparency so the consumer is fully aware of who is writing what they are reading. This report will examine the native advertising landscape from the digital publisher's perspective, review the working definition of native ads, and outline guidelines and best practices for publishers running native advertising.

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Table of Contents

  • The Compelling Case For Native Ads
  • Delivering Positive Returns (For The Moment)
  • Native Advertising Is A Potential Double-Edged Sword For Publishers
  • Transparency And Standardization Are The Basis For A Viable Future
  • recommendations

  • Proactively Manage The Transition From Advertorials To Native Ads

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