Hearst's Troy Young is a Fan of Native Advertising
Troy Young, who was just named president of Hearst Magazines Digital Media, a new role at Hearst, is a fan of native advertising. In an interview with Ad Age, he said that every publisher was going to have to incorporate native ads in the future, and the main obstacle is making them appealing to readers:
There’s a lot to come on the native side, and I’m glad the market is rallying around the idea, but really it’s a natural evolution of doing a couple of things: Making the advertising fit more elegantly in the content experience, and making it more interesting and removing the friction from consuming it, which was always the problem with legacy advertising experience.
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