The Guardian to prove value of native content to appease ‘nervous’ advertisers

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The Guardian is looking to resolve ongoing issues around the value of branded content, propelled by its in-house agency Guardian Labs’ pledge to spend its second year finding the best way to measure native advertising performance.

“Challenging” is the word Guardian Labs managing director Anna Watkins uses to describe its first 12 months. And yet the creative hub has come so far in lifting the average value of its commercial deals within a short space of time. With the bar set high, the publisher believes it can command even bigger fees in 2015 if it can convince advertisers not to replan native ad budgets into display and TV. Continues at thedrum.com