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Defending Native Ads: Buzzfeed Calls Scale the Wrong Question

Banner Ads Can Get Great Reach... and Terrible Engagement

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Equity analyst Dan Salmon may have never gotten as much feedback on a research note as the one he wrote six weeks ago about native ads -- the trendy, bespoke executions mimicking the form of the content around them.

"It was agency people saying 'This doesn't work, it doesn't scale,'" Mr. Salmon recalled at a panel on native advertising convened by Ad Age and IPG at the Consumer Electronics Show in Las Vegas. They require too much work to be efficient, the agencies complained.

See how the panelists -- including a VP from Buzzfeed, one of the sites most identified with native advertising -- handled that charge and other points.

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