Native advertising—sponsored content in the form of digital ads that closely resemble the content in they’re are embedded in—is getting attention from both the FTC and Interactive Advertising Bureau (IAB). Online ad industry constituents debated 12/4 in DC as to what disclosures should accompany ads designed to look like content. The FTC wants to make sure native advertising doesn’t mislead consumers. The agency held a daylong public workshop as a first step in developing its approach to native advertising.
Also on top of the issue, the IAB and its Native Advertising Task Force released the “IAB Native Advertising Playbook”