The Success of Native Advertising Hinges on Earning Readers’ Trust

Brands need to get better at converting paid media into a loyal audience

There’s been much talk of late about the effectiveness of sponsored content, and a pair of new studies published in the past few weeks have let some air out of that balloon. Both show that readers tend to take a skeptical view of branded content, especially the kind that appears on publisher sites (full disclosure: One of the studies was conducted by Contently, which signs my paycheck).