Great native advertising cannot be automated.
To think about selling on a CPM basis and defining native advertising as simply a question of format, rather than content, is wrong.
The value of a native ad campaign resides in the quality of the content, therefore the engagement with the piece – and that’s more than just a click, it’s time on page and a share count (and potentially an associated action).
At the IAB Content Conference, I listened to a number of speakers with interesting angles on native advertising.
Here I’ll share Nick Bradley‘s (Northern & Shell) healthily sceptical view of native, including (more positively) some examples of native advertising done well.
For a full intro to native advertising see the new Econsultancy report, Native Advertising: What it means for brands and publishers.