Why Sponsored Content’s Here to Stay

Efficiency has been the name of the game in online advertising, as algorithms and automation have often trumped creativity. That’s put publishers at a severe disadvantage, adrift in a sea of trillions of ad impressions.

The hope is, efficiency aside, publishers will revisit the past to write their future. Call it what you want: advertorial, custom content, “native advertising,” but publishers are starting to figure out they have no choice but to bring sexy back in the form of content-like advertising. It’s not all that different from advertorials magazines have long relied on.

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