With the content marketing and native advertising scene getting increasingly crowded with tech players such as Outbrain, Sharethrough and Nativo, just to name a few, OneSpot thinks it's found an edge on those competitors.
The 614 Group, a digital media consulting player, has produced a benchmark study that is designed to help marketers make choices about native advertising.
As the banner ad loses its luster, online publishers from BuzzFeed to Quartz are turning to units that capture the look and feel of the host site's content. The purists say that truly native advertising can't be scaled without losing its bespoke (read: expensive) feel.
Advertisers want their ads to be more relevant. And (most) publishers have an audience monetization problem. So a new crop of ad formats offers to solve both problems by letting advertisers benefit from social sharing by distributing editorial content to prospective customers. But are they safe for publishers?