The hardtracking staff may soon be out of business if we keep seeing headlines like this one (via MediaPost):
Marketers Still Not Sold On Native Advertising
What’s really keeping more marketers from going native is a lack of quality content, continued measurement issues and the category’s perceived inability to trade programmatically.
(Not to mention our total inability to say what “trade programmatically” means. But we can say that native ads are the ones tricked out to look just like editorial content – you know, ads in sheep’s clothing.)
The MediaPost piece cites research from DMR and TripleLift, but more telling are these numbers from Contently’s new research report, A Crisis of Confidence: The State of Content Marketing Measurement . . .
Read the rest at Sneak Adtack.