The Guardian to experiment with native ads, and share what it learns

Seb Joseph writes on the challenges facing The Guardian’s native ad division Guardian Labs: native advertising campaigns do not have standardized metrics, and debates remain on whether they should be branding-based, performance-based or somewhere inbetween. Guardian Labs will prioritize proving return on investment and share its knowledge with the rest of the industry, according to Anna Watkins, managing director. “We still have an education job to do … We want to lead the way and if we can help educate everyone then it will stand us in good stead.”

+ How brands and publishers define success in native: A quick look at CTRs, metrics based on objectives, and other ideas (Digiday); Some want to take native programmatic — but can “native” ever really be programmatic? (Contently)