Is Native Advertising Just Another Term for ‘Good Advertising’?



The online ad industry is going native. Consumers’ migration to mobile has prompted a do-over in which the dreaded banner ad is being kicked to the curb in favor of messaging that behaves much as other content does.

For instance, this BuzzFeed post entitled “15 Reasons Why Cats Are the Most Fearless Creatures” looks just like any other story on the site, but it’s actually an ad for retailer Target.

That, at least, is the standard definition of native advertising. There is some debate. Ian Shafer, the CEO of DeepFocus, for instance, thinks that ad units like Facebook’s Sponsored Stories or Premium Ads are native advertising, but the kind of stuff that editorial operations are doing is just repackaged advertorials. Read more…

More about Features, Buzzwords, Business, Advertising, and Marketing


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