Native advertising may have started on digital publications like Forbes and BuzzFeed, but it is now ubiquitous, a natural outgrowth of reading information and viewing and interacting with entertainment online. As noted in Chapter 2, to capture readers’ attention, native advertising has become a necessity, since display advertising is proving less effective and ad-blocking technology is rapidly being adopted.
As a result, you can find native advertising not only on BuzzFeed but on just about any online publication you read, from women’s magazines like Cosmopolitan and ELLE to men’s magazines like Esquire, and business magazines and newspapers including Forbes and the New York ...
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