Well, the FTC has (finally) issued its guidelines on Native Advertising. The FTC defines Native Advertising as “content that bears a similarity to the news, feature articles, product reviews, entertainment, and other material that surrounds it online.” The popularity of Native Advertising has exploded amongst publishers, in response to plummeting click through rates with traditional advertising (think banner ads). At least for now, Native Advertising offers publishers a way to recover lost ad revenue.
Though this additional revenue doesn’t come at a price; the FTC has expressed concern that some Native Advertising is confusing to consumers.
The IAB has also published guidelines for publishers – a playbook of sorts. Publishers would be wise to read both the FTC’s and the IAB’s guidelines, as they differ in some cases.
The advertising industry is in fast pursuit of what many marketers feel is the holy grail of measuring advertising effectiveness; the ability to develop models, target users, and then measure the effectiveness (at a 1:1 level) – across all media channels.
The technological advances the advertising industry is making towards making this a reality is impressive, even by the fast-paced standards of ad tech. But they might be happening too quickly, as consumers are just starting to understand the implications of end-to-end campaign management on their privacy.
As the FTC and others weigh in on this issue, expect it to become a more common topic in the months to come.
Source : AdExchanger
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