Yahoo! to set industry framework for native advertising

Yahoo! logoYahoo! Asia Pacific has forged an alliance with an American university to produce an industry framework for native advertising.

Yahoo! is working with the University of Pennsylvania’s Wharton Future of Advertising Program to explore how to make native advertising more effective.

Native advertising is brand-backed content that feels less intrusive than regular advertising. It is the fastest growing part of online media.

Yahoo! is to look at crowd-sourcing of ideas and innovations for native advertising, both online and through roundtable discussions. The internet firm will also tap into the WFoA’s global advisory board.

“We’re proud to be leading the discussion on the future of native advertising amongst advertisers, publishers and agencies to develop an industry framework around this emerging trend,” said Yvonne Chang, MD of Yahoo India-Southeast Asia and head of advertising solutions APAC.

“Working together with Wharton, we will create a reference point on how native advertising is defined and measured in the marketplace,” he said.


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