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Rebecca Lieb on “Defining & Mapping The Native Advertising Landscape,” at Search Marketing Expo – SMX East 2014 on September 30 – October 2, 2014

Altimeter Group

Join analyst Rebecca Lieb for:

Description: The term "native advertising" has so rapidly become endemic in digital marketing circles that there’s been little effort (and even less agreement) to understand what it actually is. With brands, agencies, publishers, social media platforms, and technology vendors venturing into new and hitherto uncharted territory, clarity and definition are called for.

This talk addresses the questions: What is native advertising and, by extension, what is it not? What opportunities are inherent in this nascent form of digital marketing? And what are the inherent risks and pitfalls? We’ll also attempt to map and outline product offerings from the native advertising triumvirate: publishers, technology vendors, and social media platforms.

Native advertising promises very real benefits both to consumers, in terms of a more elegant and seamless user experience, and to the rest of the digital marketing and publishing ecosystem. Developed and deployed correctly, the result can be more effective and engaging messaging that provides welcome economic benefits – as long as sufficient strategy, learning, coordination, and transparency are invested upfront.