Two camps are forming around native advertising. One believes the practice is misleading and unethical. The other believes native advertising is an innovative way to “add value” to the advertiser-audience relationship. Publishers will need to figure out the right programs and policies to avoid the former and influence the latter. Full Story
Premium publishers must re-evaluate their value proposition, positioning themselves as the highest quality environments for brand engagement – and then turning that engagement into real economic value. Full Story
Publishers that are experimenting with native advertising programs may need to invest in a dedicated editorial team to help brands develop, optimize and publish sponsored content. There’s an urgency to get this right, as brands invest more in native advertising and other content marketing services. Full Story
Looking to add more science to the sales side of its business, The Atlantic hires Breaking Media co-founder David Minkin as associate publisher overseeing ad ops and technology. The goal is to drive business growth by better leveraging data for ad products and programs. Full Story
The reinvention of Forbes Media extends well beyond its content model. The business side of the house is in transition as well as the business publisher seeks to diversify its ad products and keep pace with the growth of the digital audience.
Remedy Health Media has built a profitable digital business by delivering personalized content to patients - and targeting tools to advertisers. A new website launched with UC Berkeley extends a print newsletter franchise into the digital world. Full Story
Native advertising can take many forms, and publishers continue to experiment with ways to integrate brands into their digital properties (and sometimes print as well). Here are three native ad campaigns that feature a little bit of everything – good, bad and ugly.
Premium publishers offer increasingly sophisticated targeting/retargeting programs, leveraging their first-party data to offer deeper audience insights to advertisers. Here’s how IDG, Farm Journal Media and Hearst’s Jumpstart Automotive Group are turning data into dollars.