By: Matt Sussberg | Digiday
The barriers between content producers and advertisers are dissolving. Content marketing — the use of owned, value-driven and brand-aligned content to drive consumer behavior – is connecting the two disciplines and is becoming a significant part of the media mix.
The part of that mix that most obviously bridges that divide is native advertising, which aims to integrate that valuable content into the reader’s experience in a seamless, unintrusive fashion. Brands, agencies and publishers, as a result, are putting more of their budget and resources to this area.