Native advertising, and specifically native publishing programs, will struggle in the future.
It isn’t because publishers’ offerings are flawed, because visitors have developed sponsored content blindness or because we have all developed an aversion to all sponsored content.
It comes down to a marketplace issue that, over time, will be a thorn in the side of native publishing. It will lead to a degradation of media brands, an influx of low quality content and ultimately the loss of many of the benefits that made native publishing attractive in the first place.
First a quick definition of native publishing. Then we will look at the research that points to an upcoming challenge to the growing native publishing market. [Read more...]