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Native advertising: Thumbs up, or thumbs down?

from MediaPost

Native advertising, it seems, is the solution to all our problems: it offers advertisers a way to reach consumers that promises to reverse years of declining click-through rates, while desperate publishers get a lifeline in the form of new revenue streams. And while it's already a multibillion-dollar segment of the advertising industry, and growing fast (71 percent in the past year, according to BIA/Kelsey estimates), there is one big problem with it: In many cases, it is based on an attempt to deceive consumers into thinking they’re seeing something that is not a paid advertisement. more


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