BuzzFeed’s clients are increasingly asking for proof that native ads are working

BuzzFeed is generally ahead of the curve in terms of distributed content and native ads. However, its clients are starting to ask for more proof that native ads are effective for more than just getting clicks and shares. Lucia Moses reports that agencies working with BuzzFeed haven’t seen native ads lead to an actual intent to purchase. Senior VP of Digitas Studios (which works with BuzzFeed) George Hammer says that BuzzFeed is experimenting with ways to tie ads to performance.