Publishers & Advertisers Must Regulate Native Ads -- Or Else Be Stifled by FTC

In recent weeks, the Federal Trade Commission issued a new set of guidelines for native advertising that has publishers and advertisers alike stirring. One thing that’s important to keep in mind as we learn more about the FTC’s plans to implement and police these guidelines in the coming months, is that industry coordination and innovative thinking have the power to trump government regulation. Considering that native advertising is both key to lowering publishers’ content creation costs and an important revenue stream, as well as a powerful tool for brand marketers to connect with consumers in a crowded digital advertising marketplace, it’s now more important than ever for industry players to take control of their own fate.