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Antoine Boulin at Digiday discusses some of the shortcomings of native advertising. While many organizations are upping their budgets to include native advertising, there are a couple notable downsides. First, is the lack of measurability. The second and more important downside is the distrust garnered by content consumers from using this approach. No one likes the bait and switch which appears to be the case for much of native advertising.

Read the entire article here.

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