IAB launched a Native Advertising Task Force to clarify the distinctions between the format and previous incarnations of branded content and advertorials, hoping to determine metrics for judging its performance. Sharethrough's Dan Greenberg and Yahoo's Patrick Albano will chair the task force. "Native advertising is gaining in popularity, but stakeholders need to coalesce around definitions and best practices, if we're going to be able to drive the native movement to scale," blogged IAB's primary staff liaison, Susan Borst.

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