Putting the reader first will lead to better native ads

Delivering true relevancy and value with native advertising requires user-focused news judgment and an adherence to brand voice to help content go beyond "skin-deep" or "self-serving" content, writes Rafat Ali, founder and CEO of Skift. Start by zeroing in on topics that speak to reader needs -- not the company's -- and provide otherwise inaccessible data to add real value for the customer.

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