The honeymoon for native ads is ending. Marketers eventually get around to demanding, “Show me the metrics.” The problem with native ads is figuring out what metrics constitute success, reports DigiDay. Publishers are trying to get out in front on this, providing reports to advertisers that are in the language of publishing.
Forbes, for example, is starting to give advertisers in its Brand Voice platform two new dashboards to provide better metrics. One will provide statistics for brand content, like top posts, pageviews, total visitors, repeat visitors. Basically, publisher metrics. The other is a social dashboard, providing data about how well content does on social networks from social actions to social referrals. The bet is that when clients like SAP say they want to be publishers, they mean it.