Native advertising's model should ensure continued growth

03/28/2014 | Digiday.com

Marketers shouldn't expect native ads to follow the same decline as display ads, in part because widespread mobile use has forever changed how consumers interact with ads, writes Adam Lipman, CEO of ThoughtLeadr. Also, unlike display's disruptive model, native ads fit into the user experience. "[P]recedent shows that as long as native ads maintain a high standard of quality and relevance, users will continue to engage with them just like organic articles," Lipman writes.

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