Brands shouldn't relinquish control over native advertising messaging to publishers because brands will have a better understanding of the native ad conversion path, writes TripleLift CEO Eric Berry. When control is lost, so too is a brand's unique voice. "[T]his is the voice that communicates the value proposition that ultimately helps drive the consumer into the conversion path. Without this bridge from the content to something actionable, the consumer may never make it to the sales funnel," writes Berry.
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