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:
-
Media Briefing: Publishers share their biggest challenges and opportunities at the Digiday Publishing Summit
While Q1 ad revenue, sales cycles and payment windows appeared to be equally bad across the media industry, bright spots arose around consumer revenue streams, new tech experimentation and traffic patterns.
-
The AMERICA Act spotlights Capitol Hill’s ingrained antipathy for Big Tech
A reprised version of the Competition and Transparency in Digital Advertising Act spells trouble for double-sided marketplaces.
-
How BuzzFeed’s Creator Score is grading the impact of its creator network
BuzzFeed's Creator Network is a primary focus in 2023 for the publisher, and its campaign grading tool is being used to prove out its ability to create successful ads.
-
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
-
In graphic detail: Google’s Ads Safety Report shows suspect ad activities are on the rise
Google's ad transparency efforts detail how bad actors necessitate further investment.
-
How Dotdash Meredith worked through the challenge of integrating two major publishers’ tech stacks
At the Digiday Publishing Summit, Dotdash Meredith product chief Adam McClean shared why he had initially expected the integration to be done by summer 2022 and why the work is still ongoing.
