Native Advertising: Handle With Care

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.