The Wall Street Journal’s Native Approach: ‘If It Looks Like a Puff Piece, Nobody’s Going to Read it.’

by: Lucia Moses | Digiday

A lot of publishers are looking to native ads as the cure of all that ails them, from declining display ad rates to programmatic advertising to viewability. The Wall Street Journal takes a more pragmatic view.


“I believe in native advertising, but I don’t believe it’s the answer to advertisers’ problems, and it’s not the answer to the publishing industry’s problems,” he said. That’s Trevor Fellows, who as global head of ad sales for The Wall Street Journal parent Dow Jones oversees its 1-year-old WSJ Custom Studios.

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