Brands and publishers may soon find themselves in hot water with the Federal Trade Commission if the advertising industry doesn't move to make native ads more readily identifiable to the public, Katy Bachman writes. Many publishers note that the relative newness of native ads has so far meant there are few conventions governing how those ads are labeled. "There is an urgency for guidelines, but we have to get it right from the start," said Peter Minnium, IAB's head of brand initiatives.

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