Publishers Discuss Their Biggest Native Advertising Headaches

Last week the heads of leading publisher content marketing studios gathered in London at Digiday’s WTF event to debate the latest opportunities and challenges in native advertising.

Industry experts dealt out some harsh realities about the future of banner ads, with the Internet Advertising Bureau’s (IAB) senior industry programs manager Clare O’Brien declaring something most people know, even if they don’t care to admit it openly: banner ads don’t work.