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BtoB

IAB forms native advertising, content marketing task forces

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New York—The Interactive Advertising Bureau has established two task forces to address the growth of native advertising and content marketing. The IAB Native Advertising Task Force, which had its first meeting earlier this week, will aim to create a framework for the native advertising space. Its first initiative will be the development of a prospectus providing definitions and best practices for use by advertisers, publishers and ad technology companies. The IAB Content Marketing Task Force, now in the process of forming working groups, will work to design a similar outline for content marketing. Its first initiative will be a content marketing “primer,” containing definitions of the components of content marketing, as well as visual examples. More information is available at www.iab.net.
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