Native advertising is seen “as this great new hope for publishing,” said Chartbeat CEO Tony Haile, but there’s also a fair amount of skepticism and outright dismissal. He argued that one of the main reasons for that is pretty simple: “So much of native is bad.”
Since Chartbeat is a real-time analytics company, it’s no surprise that Haile blamed some of that badness on the way the ads are measured. Usually, an advertiser will only see how many impressions a native ad (i.e., sponsored content on a publisher’s site) received, and maybe how many times a post was shared on social media. In other words, even though the hype around native is that it should be just as good as regular content, advertisers are only looking at how many eyeballs a piece they’re getting.
So Chartbeat is expanding its tools to include paid content. This is a separate product…
View original post 338 more words