Leading publishers met last week at a Digiday event to discuss the opportunities and challenges in native advertising . Native advertising continues to grow , and now accounts for $ 325 m , a quarter of all display revenue in the UK . “Of course ensuring a return on investment is a challenge in the native space in general, because brands can’t quite see how buying a story can translate into buying their product,” she said. Agreeing that banner ads are dead , the publishers found that justifying the return on their investment was one of the biggest challenges in native advertising , since there is currently nothing to link native advertising to product sales . This articles looks at publishers responses to the biggest challenges in native advertising .
Leading publishers met last week at a Digiday event to discuss the opportunities and challenges in native advertising . Native advertising continues to grow , and now accounts for $ 325 m , a quarter of all display revenue in the UK . Agreeing that banner ads are dead , the publishers found that justifying the return on their investment was one of the biggest challenges in native advertising , since there is currently nothing to link native advertising to product sales . This articles looks at publishers responses to the biggest challenges in native advertising .