AdNews: Native revenue ‘soaring’ for publishers, but where’s the proof it works?

As publishers pile into the native advertising as the answer to declining traditional advertising revenue, concerns about how to measure success – or otherwise – are growing. Publishers have flagged a lack of standardisation.

… IAB Australia is moving to address the issue. It plans to release a Native Advertising Playbook in November, outlining six ad formats that are currently be used in Australia’s native advertising market, as well as a guide to metrics. …

_{– Rachael Micallef, AdNews}

Read the full article here.