Special Topics:Native Advertising

Catalog description

Native advertising and brand sponsored content the practice in which paid promotion mimics the form and style of the media where it's featured isn't new. The FTC made its first ruling that defined the line between editorial content and advertising promotion back in 1917. But today, the explosion of digital communication platforms has created new delivery models and business relationships that has accelerated its use. Spending is expected to grow to $21 billion in 2018 from just under $5 billion in 2013. Native display ads like the ones seen on Yahoo will see the greatest growth. But with organizations such as The New York Times entering the realm of sponsored content, the sacred wall between editorial and content seems more blurry than ever. What are the new rules? How does it impact the consumer and society? What are both sides in this business relationship gaining and losing? Is its effectiveness measurable?