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# When advertising goes native
- URL: https://onemanandhisblog.com/2014/08/native-advertising-compromised-values/
- Published: 2014-08-14T23:17:40.000Z
- Updated: 2015-04-08T16:20:50.000Z
- Author: Adam Tinworth
- Tags: advertorials, business models, native advertising, satire

So, this happened while I was away:

Yes, we need new sources of income in digital. But I’m deeply unconvinced that “native” advertising is the future. We’re essentially running a huge experiment to see if the old view – that compromising editorial values with paid content would erode the trust of the reader, and eventually destroy the relationship the advertising was paying to access – was accurate.

The problem for the companies doing this is that, if the old view is correct and they’ve just destroyed a relationship, it’s almost impossible to get back from there.