Hasta La Creative!

Part of the reason native advertising is so loved among marketers is that it gives them access to space usually reserved for editorial content. A banner ad on the side of a web page is in a prime position to be ignored. But push a tailored message using a publication’s headline and copy styles in better real estate, and readers are much more likely to pay attention.

However, the blurring line between editorial and advertising — native ads’ secret sauce — has raised concerns that consumers are being duped. That in turn has caught the eye of the U.S. government. In December, the Federal Trade Commission will hold a “native advertising” workshop, the first time it will officially discuss the practice. The FTC has the power to bring lawsuits in the name of protecting consumers.

Ad Age asked former FTC Chairman Jon Leibowitz, who just stepped down in February, what the industry should expect from the workshop.

Continue reading at AdAge.com