Digital agencies are now in the business of establishing "newsrooms" that create branded content for online publishers looking toward ad formats that are pricier and more prominent than traditional display ads. Online publishers are embracing the advertising opportunity but still figuring out the best way to integrate it into their strategy, given that it's not created by them. Hear two publishers define the phenomenon of native and predict where it will go from here.

Tessa Gould, director, native ads products, Huffington Post
Samantha Skey, CRO, SheKnows
Josh Sternberg, staff reporter, Digiday


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