Improperly incentivized ad agencies are emerging as one of primary roadblocks to native advertising, industry panelists said during a recent conference. Clients often lack the necessary structure for native ads as well, and the fluid definition of native advertising is creating communication issues. "There was nothing to point to and say, 'This is what we're doing.' I had to get on 20 phone calls a day to explain it to all the partners," said Rey Peralta of Deutsch, New York.

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