Hasta La Creative!

Sites like Gawker and Forbes offer native advertising, but the jury is still out on how publishers should measure the effectiveness of these advertorial products.

The Online Publishers Association asked 29 of its member companies how they gauge success of native ads, and how they define the sometimes amorphous ad category. They found there really is no consensus but the largest portion — 57% — are using the metrics of content, namely engagement and time spent as key barometers for native ads.

That’s not too surprising considering native ads tend to be sponsored content such as articles or videos, thus publishers employ content metrics to measure them.

Continue reading at AdAge.com