The lines between the media, brands, agencies, new media, social media and search engines are blurring faster than most realize. This was covered in depth on Mark Schaefer’s blog and my Huffington Post column. The need, desire and promise of native advertising are major factors in this blurring and everyone is trying to get a piece of the action.
While in Boston last week, attending HubSpot’s inaugural Inbound Publishers Summit, I got to meet dozens and dozens of publishers. Who, by all accounts, are beginning to offer agency services to brands in order to harvest media audiences for leads. This is understandable because it’s getting harder and harder for brands to create their own organic audiences to mine for leads. Legacy media outlets have struggled since the late 90’s to grow profits. But, offering digital native advertising campaigns with cost per lead agency services seemed poised to fix this problem…
The Native Advertising Arms Race is Underway and the Combatants Might Surprise You
