How Brands and Publishers Define Success in Native

By: Emily Siegel | Digiday

Back in 1900, Michelin released its first guide for French motorists. Complete with helpful maps and hotel names, the Michelin Guide was an immediate success. As the content itself had little to do with the brand’s product – tires – this was native advertising in its earliest form.

Michelin’s goal was clear: More drivers, more tires. But somehow over the past 115 years, the goals of branded content have become less defined. The industry has yet to determine a definition of native success.