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When Capital One set out to endear itself with entrepreneurs, it enlisted Forbes to create blog posts on its behalf about cybercrime and other scourges of small business. Likewise, UPS entrusted Fast Company to create custom infographics that ran on the business brand’s site. In both cases, it was the publishers, not these brands’ creative agencies, who did the heavy lifting. In fact, that dynamic is becoming more common as native ads grow in popularity.
Indeed, native isn’t just the latest buzzword in advertising; it’s the latest example of how advertisers are bypassing media agencies and having publishers create ad-oriented content for them.
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