Last chance to save on Digiday Publishing Summit passes is February 9
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
Brands invest in creators for reach as celebs fill the Big Game spots
The Super Bowl is no longer just about day-of posts or prime-time commercials, but the expanding creator ecosystem surrounding it.
WTF is the IAB’s AI Accountability for Publishers Act (and what happens next)?
The IAB introduced a draft bill to make AI companies pay for scraping publishers’ content. Here’s how it’ll differ from copyright law, and what comes next.
Media Briefing: A solid Q4 gives publishers breathing room as they build revenue beyond search
Q4 gave publishers a win — but as ad dollars return, AI-driven discovery shifts mean growth in 2026 will hinge on relevance, not reach.