Desperate for new revenue streams, publishers are turning to native advertising in droves.
They are handing over valuable real estate on their web properties to brands that are looking for new ways to drive traffic and build awareness.
And they are charging a premium for this space.
Examples of these native ads run from the advertorial to sponsored content to interstitial ads on mobile phone apps. And options are multiplying. As is the money spent.
The question brands must ask (even though there is no simple answer) is: are we getting a positive return on the dollars being spent on native advertising?