Conor Brophy: Going native in the war of attention

Thanks to a report published during the week by the Internet Advertising Bureau (Ireland), we can put hard numbers on native advertising for the first time.

This phenomenon encompasses a range of different online activities designed to embed paid-for content in such a way that it blends in as seamlessly as possible with the style of the publication or media platform hosting it.

Essentially, it’s the online version of the commercial features which ...