Native ads perform, but consumers wary - study


Native advertising is all the rage, and the success stories keep piling up. The New York Times recently said its readers spend as much time on sponsored content – such as its successful women’s prison feature paid for by Netflix as part of its Orange is the New Black promo cycle – as they do on editorial content, while viral publisher Upworthy says its promoted sponsor content drives three times as many social shares. Some three quarters of U.S. publishers offer native ads. Article continues at