Yahoo's in-stream native advertisements have largely been used by direct marketers such as lowermybills.com rather than the premium brands for which the ad units were designed. The trend has some in the ad industry concerned that direct marketers will lower the overall value of native ads, writes David Taintor. "We are focused on adding further targeting capabilities and have opened up opportunities to new advertisers that will continue to make Yahoo Stream Ads even richer as part of the content experience," Yahoo said in response.

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