When Yahoo introduced native advertising in April, CEO Marissa Mayer boasted that its new in-stream ads would be “every bit as personalized and engaging” as the editorial content around them.
But recently, the company’s in-stream ads have been dominated by direct-response marketing rather than premium brands that native was designed for. Two recent stream-ad headlines include: “I Just Got My Free Toilet Paper in the Mail!” and “Top-10 Credit Cards for Excellent Credit.” The ubiquitous direct marketers like lowermybills.com
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