Native is the most popular six-letter word in digital advertising right now. Everyone is attempting to ride the native tidal wave, accepting as gospel that native ads will work for publishers, marketers and users.
Here’s the dirty little secret no one in the ad business wants to admit: people hate advertising. Even people like me who make their living creating and selling ads don’t really like ads all that much. Why? Because they usually get in the way of what we’re really trying to consume. Native advertising, if not done well and in moderation, will go down the same path. Continues at digiday.com