Native-ad success is tied to site credibility, survey finds

The trust consumers place in a news site influences how credible they find the native ads displayed on it, according to a survey by the IAB and Edelman Berland. It found that 90% of respondents value relevancy in in-stream ads, and 59% find it difficult to discern which content is sponsored on general news sites.

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Wall Street Journal (tiered subscription model), The · Marketing Land

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