Published by Leonardo Calcagno
The native advertising boom risks leaving users feeling tricked and disappointed as tech companies and agencies jump on the content bandwagon, according to Northern & Shell’s head of digital sales Nick Bradley. Speaking to The Drum ahead of the IAB Content Conference in London, Bradley said a combination of pressure on publishers to establish better advertising revenue streams and the rush from tech companies and agencies to carve a place in the market means there is a higher risk of poor content, spamming and a negative response from users. Article continues at thedrum.com