How to use native advertising effectively

This article provides best practices for successful native advertising campaigns, including how to plan a content strategy and how to approach the three main players in the native landscape: publishers, social media platforms and technology vendors.

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Native advertising is an intersection of paid and owned media, and therefore is a form of converged media. It promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marke