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The Interactive Advertising Bureau’s social media, native and content committee has produced an in-depth guide for publishers considering new influencer marketing options as part of their branded advertising packages and for marketers and their agencies trying to figure out how to best leverage influencer marketing programs.
Publishers are turning to influencer marketing to reach consumers in more native ways to be as credible and relevant to their desired audiences as possible. According to the guide, marketers can benefit the most from publishers’ influencer marketing programs first by asking questions about the program, including how publishers identify their influencers, the incremental cost of the influencer program as part of a branded content package and understanding the analytic tools the publisher has access to.