Yahoo's Hobson Powell says successful native advertising needs to offer compelling content, reach the right audience, and drive conversions.

Adam Aston, editor-in-chief of The New York Times Co.'s branded content unit, T Brand Studio, is stoked about virtual reality (VR) and the potential it offers the Studio's clients.

Research from Polar finds cost per view (CPV) a more compelling media buying model for branded content than CPM.

T Brand Studio, the New York Times Co.'s native/branded content studio, has become an agency in its own right, according to Sebastian Tomich, SVP advertising and innovation.

BuzzFeed's constantly iterating to see what resonates with its audience. Summeranne Burton, executive creative producer at BuzzFeed, talks about native--what works, what doesn't--and why brands need more education on the channel.