News organizations look increasingly to native ads

06/18/2013 | Adweek

NBC News may soon join the fray of news organizations including native advertisements on their websites, said Peter Naylor, executive vice president of digital media. NBC News would join such news brands as The Wall Street Journal, CNN and ESPN in offering sponsored content. The main challenge for news organizations is making sure sponsored content is clearly marked and easily distinguished by viewers, Naylor noted. "The first rule is that there can't be one user who doesn't understand the difference between the editorial content and the advertiser content," he said.

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