What Does it Take to Make Native Advertising Scale?

Start with good content, then add technology

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Vice's approach to getting native advertising to scale is pretty simple: "You can either game the system or you can make good content. We prefer to make good content, and it'll scale itself," publisher John Martin said on Monday at an Advertising Week panel in New York.

A good branded video on Vice will attract millions of views on its own merits, but views that are bought reflect poorly on both brand and publisher, he said.

The question of scale often comes up in conversations about native advertising, whose reach is inherently limited by virtue of the fact that it's tailored to a given publisher (BuzzFeed has its lists, Forbes its BrandVoice advertorials).

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