Join us Sept. 14-16 in Miami to connect with top publishing leaders
The Federal Trade Commission spent a full day yesterday, listening to 22 representatives from publishing, technology and academia to tackle that most thorny of questions: How to label native advertising.
There were arguments on all sides, with one academic even suggesting the need to study how the eye’s fovea perceives various labeling. Publishers hedged, they cautioned against the dreaded “one-size-fits-all” approach since native ads can apparently vary so widely. That’s why there is a BrandVoice on Forbes, Featured Partners on BuzzFeed, “From Around the Web” from Outbrain, “You May Like” from Tablooa, and so on.
Coincidentally, most also paid fealty to paid search listings, hailed as the original native ad format: a form of content, perfectly suited to the environment, and found genuinely useful to consumers who click away to the tune of billions for Google’s coffers. Perhaps then the industry should keep it simple and cast its gaze on how Google has settled on labeling this “native” format:
More in Media
Marketers say usage rights are driving up the price to work with creators
Creator pricing’s biggest hurdle are usage rights, which can create confusion and frustration on every side of the negotiation table.
Media Briefing: What to expect at the Digiday Publishing Summit, September 2026 edition
Here’s a sneak peek at the topics that will be discussed onstage during the Digiday Publishing Summit, September 2026 edition.
Location data fuels mall giant Simon’s new pitch to advertisers
Simon is letting brands target shoppers in its malls in other environments and use new measurement tools based on Simon’s consumer data.