Have We Moved Beyond Church And State? Top Publishers Discuss The Reality Of Native Advertising

Co.Create joined The Atlantic Digital, Vice, Gawker, and College Humor in a talk about how publishers are approaching native advertising. “The truth is, it’s messy shit and there’s no easy way through it." That’s Vice Chief Creative Officer Eddy Moretti talking about the realities of creating native advertising at the recent Native Advertising Summit. Vice has been working with brands for years and has in many ways been one of the pioneers of what we now call native advertising with initiatives like Intel partnership The Creators Project, going into its fifth year. Moretti spoke frankly about the challenges (see above) of creating original content for brands that reflects a site’s sensibilities but also noted that when it all works "it’s a beautiful thing."Read Full Story Continue reading at 'Fast Company'

[ Fast Company | 2013-03-26 00:00:00 UTC ]

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