Why native advertising on editorial websites might not work

Brands like native advertising because it makes them look like part of the website rather than an advertisement, and native advertising is even beginning to influence more traditional forms of advertising. But Mark Duffy, writer of the Copyranter blog, says that no one has been able to prove that native advertising actually leads to sales for brands, and that it negatively affects the websites despite the revenue it brings in. Duffy says that as long as native advertising is part of the business model, we’ll see more websites pulling articles critical of an advertiser and more unsponsored fluff pieces posing as news articles.