Could a Hybrid CPM/CPE Model Fix Advertising’s Pricing Problems?

I don’t think I’m going to scandalize anyone by saying this: the way the industry prices digital advertising could be improved. Right? We pretty much agree on that? But for the time being, in the absence of anything better, we’re … Continue Reading

Why Native Ads Are the Ultimate Wingmen for Display Advertising

With click-through-rates (CTRs) close to that of editorial content, native advertising is prompting many digital advertisers to abandon display advertising altogether. But it doesn’t have to be that way—our research shows that display ads placed next to a native ad … Continue Reading

A Response from the Damned: On Bob Garfield’s Moral Shaming of Native Advertisers

In a recent editorial in The Guardian, author and NPR host Bob Garfield brought out some sharp claws to tear native advertising a new one, saying publishers who sell native ad space are engaging in “moral corruption,” “dropping their knickers,” … Continue Reading

How Om Got It Wrong: Native Advertising Is Not Only for Social Media

In a recent article in Fast Company, GigaOM founder Om Malik posited that native advertising would work for social media platforms but not for traditional publishers, such as the New York Times. It’s a bold claim, given that native advertising … Continue Reading

Why native advertising won’t suffer the fate of banner As Published On Digiday

In recent months, native advertising has been framed in the media as a sort of higher ground for advertisers who are abandoning the sinking ship of display. In our experience, native ads produce click-through rates close to that of editorial … Continue Reading