To be effective, native advertising has to be subtle, says Mike Smith

The branded content marketplace has grown very quickly, says Mike Smith

The branded content marketplace has grown very quickly and this form of advertising has become a viable alternative or compliment to digital display advertising, Mike Smith tells Sangeeta Tanwar.
 
How has native advertising evolved over the last decade?
 
There have been two major developments in the evolution of native advertising. Two companies, Outbrain and Taboola, have co-led the development of the native advertising marketplace for content recommendations over the past 10 years. Most publishers include content recommendations on their web pages as an ancillary revenue source and to promote recirculation within their websites. Additionally, and in parallel, Sharethrough