“Challenging” is the word Guardian Labs managing director Anna Watkins uses to describe its first 12 months. With the bar set high, the publisher believes it can command even bigger fees in 2015 if it can convince advertisers not to replan native ad budgets. The problem with native ads is proving the most effective ways to execute and measure campaigns, admitted Watkins. Publishers and advertisers are battling over whether it should be branding metrics or performance metrics at a time when there is no standardised process in place.