Native advertising -- sponsored content that mimics the look and feel of the host site -- could be the solution to Madison Avenue's dilemma of popular social-media destinations with no ad model, writes Eliza Kern. "When you hear us talk about native ads, where the ads are every bit as good as the content, and maybe even make the content better — that's what we are aiming for," says Marissa Mayer, CEO of Yahoo, which is wrestling with the issue since its acquisition of Tumblr.

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