Why online advertising is going "native"


SUMMARY: Native ad units, such as Facebook's Sponsored Stories and WordPress' Promoted Videos, are emerging as a crucial aspect of virtually every new online business, writes Dan Greenberg. Investors aren't interested in startups that want to monetize using conventional display ads, and instead are opening their wallets for companies with customized ad models. "We are now at the beginning of what is likely to be an amazingly innovative time for native advertising. ... [W]hoever does it best will be hugely rewarded," Greenberg asserts.