Not all content is equal -- at least when it comes to trust.
A new study conducted by Nielsen on behalf of InPowered, a technology startup, found that consumers are actually quite sophisticated in how they utilize different sources in the buying process. And they, in fact, favor third-party articles by journalists (what the research calls "trusted content").
At the same time, the data raises serious questions over whether native advertising threatens to upend this trust publishers have earned with their audience. This is a particularly prickly issue as it could become harder for readers to discern ads from editorial.
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