I think we are only beginning to see the tip of the content & native advertising backlash. It’s going to be a rocky road ahead for publishers, advertisers, and tech.
What readers will despise is figuring out that publishers have been greedy participants in a conspiracy of deception. And when they do, nobody will sweat an ad on the cover of Time magazine. Because then the mechanism will go in reverse; the universal mistrust of advertisers will transfer to the publishers who have been helping disguise them. And all parties — except the public — will get what they deserve. — Bob Garfield, MediaPost