Every publisher wants to create more native advertising for brands, but far fewer can say how well any of it works with readers.
At the Telegraph, the U.K.’s sixth-largest newspaper, native-ad number crunching has spawned a new division, Spark, which hopes to give brands more confidence in content campaigns by giving them more data. The Telegraph says that it’s constantly monitoring the on-page activity of its 2.5 million monthly readers, learning how engaged they are, where they come from, and, overall, what resonates the most. Spark will also offer clients data dashboards for each campaign, which tells them how individual articles are performing in real time. Continues at digiday.com