Pretty Much Everyone Is Doing Native Ads Now

WSJ, CNN, NBC included

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With more marketers eager to shift their messages away from dull display ads to more creative and effective digital formats, news organizations continue to embrace native advertising, if cautiously.

NBC News has experimented with native ads on some properties—including Breaking News, Today.com and CNBC—but not its flagship site, NBCNews.com.

That may be about to change. 

“We’re still looking for the right content and the right advertiser—everyone’s open for it, but we’re not going to force it in,” said Peter Naylor, evp of digital media at NBC News Digital Group.

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