Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
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
Reach CEO touts Google AI deal as a template, steps up pressure on OpenAI over scraping
Digiday spoke with Reach CEO Piers North about his plans to make its Google AI content deal a blueprint framework for other LLM deals, and its recent cease-and-desist letter to OpenAI.
Social commerce edges past SEO at The Independent for the first time
The Independent’s social-commerce revenue edged past its SEO-based commerce revenue for the first time in September, CEO Christian Broughton said at Digiday’s Media Strategies event in London this week.
Ownership, control, margins: the brand playbook for microseries is still taking shape
Creator-led microseries are hot, and brands want in, but everyone’s still figuring out the structure of the deals and the content itself