Copyranter: Native Advertising on Editorial Websites Doesn’t Work

by: Mark Duffy | Digiday

Native advertising doesn’t sell for brands. It does little for consumers looking to make a product choice. And it continues to compromise editorial content. 

 

Last week, BuzzFeed struggled with its daily feed mix of fluff, news and native ads. Gawker reported that it had deleted two posts within 24 hours of being published: one critical of Dove’s “Real Beauty” campaign and a second titled “Why Monopoly Is The Worst Game In The World.” Unilever (parent of Dove) is one of BuzzFeed’s biggest advertisers.

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