Why Branded Content Is Poised to Take Over

IAB's head of brand initiatives discusses native ads, viewability and the future


As more publishers launch branded content divisions, native advertising is taking over a larger part of digital marketing.

Adweek caught up with Peter Minnium, the Interactive Advertising Bureau's head of brand initiatives, to talk about the trend, which was the topic of a panel he recently moderated the IAB Annual Leadership Meeting in Phoenix.

The central question he posed to the panel was whether publishers, agencies or brands would create the best ads in the future.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in