Joining a chorus of native ad critics, Om Malik thinks the model is a loosing proposition for most publishers. “Native advertising may be a cure-all for digital media, but not for the
publishers,” Malik writes in Fast Company. Why? Like most naysayers, he doesn’t believe a native strategy can be scaled without disrupting the users’ viewing experience, which native
ads aren’t supposed to do. In short, “You can't build a single repeatable format.”
Read the whole story at Fast Company »
