5 Key Factors Shaping the Native Advertising Landscape
Just over a year ago, the captains of the media industry gathered in Palm Springs for the IAB’s Annual Leadership Meeting 2014. Incoming Chairman Vivek Shah took to the stage announcing the 20th birthday of the banner ad—a landmark moment providing pause for reflection. Faced with the devaluation of the digital economy’s mainstay, the agenda was clear…the industry must collaborate to tackle the challenges of fraud, adopt progressive metrics including viewability measurement and “insist on more creativity and less clutter”. Running in parallel with the sobering realities of declining display CPMs, a new initiative was gathering momentum. Innovators including Facebook, …