The Guardian to Prove Value of Native Content to Appease ‘Nervous’ Advertisers

By: Seb Joseph | The Drum

The Guardian is looking to resolve ongoing issues around the value of branded content, propelled by its in-house agency Guardian Labs’ pledge to spend its second year finding the best way to measure native advertising performance.

Challenging” is the word Guardian Labs managing director Anna Watkins uses to describe its first 12 months. And yet the creative hub has come so far in lifting the average value of its commercial deals within a short space of time.