Not only has native become a key driver of the Atlantic’s business, but it’s fundamental to Quartz, Atlantic Media’s new business brand. As traditional publishers aggressively try to mine advertising gold in native content, the Atlantic brouhaha goes to show the growing pains that go along with bending ad models. It remains to be seen as to whether the additional hoops the company will now require brands and its staff to jump through to execute native ads will crimp their growth.
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