5 Key Factors Shaping the Native Advertising Landscape
Native Advertising Landscape

5 Key Factors Shaping the Native Advertising Landscape

3 years ago 0

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, Buzzfeed and Forbes had embraced responsive design and uncluttered user experiences to suit a 4 screen world. These adopters had turned their focus towards sponsored content and custom advertising formats situated “in-feed”; designed to connect consumers with brands through equally responsive and intuitive user experiences. Native Advertising had arrived. Its …

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