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Native advertising

Traditional ad products — particularly CPM-based digital display advertising — are increasingly less effective, with declining rates and engagement, giving rise to native advertising — also known as sponsored content, paid posts, and many other names — with its own sets of business opportunities and ethical considerations. In an audience-centric news enterprise, these revenue drivers require careful handling to provide value for advertisers while preserving credibility.

Big Picture A primer on native advertising

Native advertising can be a tremendously effective revenue driver and service to audiences. If executed poorly, however, it can quickly erode reader trust.

3 min
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Do Tactics to improve native advertising