How brands and publishers define success in native

Michelin’s goal was clear: More drivers, more tires. But somehow over the past 115 years, the goals of branded content have become less defined. The industry has yet to determine a definition of native success. Many brands still live and die by publisher metrics (impressions, shares and clicks), despite a lack of data connecting them with engagement or revenue.

Source: Digiday

Your first step to joining FIPP's global community of media leaders

Sign up to FIPP World x