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Even as native ads naysayers argue for clear labeling and design cues so readers don’t confuse them with actual journalism, publishers and advertisers have pushed to make the units look more like editorial.
The latest example comes from The Washington Post. Its native ad program, WP BrandConnect, is adopting the multimedia, longform template that’s been used in the newsroom for features like this one.
Kevin Gentzel, the Post’s chief revenue officer, explained that the quality bar is being raised on native advertising.