Learning From the Substitute: Why Brands Should Use Native to Build an Owned Audience

by Sam Slaughter
This is a lightly edited version of a story that originally appeared on Adweek.com Sponsored content has been a reliable target for the navel-gazing media for years, and a pair of recent studies have provided some fresh cannon fodder. The studies (one by Contently, the other by Edelman Berland/IAB) have cast some doubt on the effectiveness of sponsored stories, showing that re ...Read the full article