With people doing less of their reading on publishers’ proper sites, advertisers are taking it as a given that getting their so-called native ads in front of an audience demands that social media to be a healthy part of the distribution mix. And as Facebook clamps down on organic views, an increasing amount of those views will have to be paid for. It’s part and parcel of campaigns that Digitas Studios handles, said George Hammer, svp there. “It’s a pay-to-play world now,” he said.
Like & Share E&P: