B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Federal Election
  • Thinkerbell
  • Anthony Albanese
  • NRL
  • State of Origin
  • Cannes Lions
  • AI
  • EssenceMediaCom
  • B&T Women in Media
  • Spotlight on Sponsors
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Publishers Who Hate Native Ads Are Wrong
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Publishers Who Hate Native Ads Are Wrong
Advertising

Publishers Who Hate Native Ads Are Wrong

Staff Writers
Published on: 2nd September 2014 at 10:33 AM
Staff Writers
Share
2 Min Read
SHARE

Native advertising is lauded in equal measure as the saviour and the pariah of modern publishing; it’s the Justin Beiber and marmite of online publishing all rolled into one.

Some people love it, others cannot stand it. But just like Beiber, I’m sure, native advertising can be misunderstood.

If you look at publishing evolution over the last decade or so, publishers have had to move fast and adapt, but most, to steal Mark Zuckerberg’s phrase, have not had the luxury of being able to ‘move fast and break things’. Rather it has been more a case of trying to ‘move fast, and not break anything’, as many publishers moving online have been forced not to disrupt too much of their print heritage business models.

Technological innovation swept many publishers by. We’ve had email, display, search, social, video, mobile, RTB and plenty more besides; every new ad format and digital ad solution promised to revolutionise digital publishing once and for all. And in fairness most of the above listed did revolutionise digital publishing; just not in the way most established publishers would ever want.

Instead of additional revenue, which most of these ad solutions promised, many publishers have seen their userbase carved up by younger, more agile publishing start-ups.

Read more here. 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: ADMA, Gareth Cooper, Need a Jingle
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra & Herpes Fly The Flag For Australasia In Final Cannes Lions Awards
21/06/2025
Australia Nabs Silver Marketing, Bronze Digital Young Lions Trophies
20/06/2025
Glimpse Inside the Cannes Jury Room  
20/06/2025
Destination NSW Partners With CommBank To Unlock Visitor Economy Insights
20/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?