The secret to good native advertising… "The secret to native advertising in my opinion is to trust your partners and think of the relationship with a publisher and a brand truly as a partnership. You've come to that publisher for their expertise and for their audience, and the publisher should be the expert in the kind of content that audience wants and that's what will make it truly native."
The biggest challenge for native advertising... "The biggest challenge in native advertising is simply cutting through the clutter. Everyone's doing it, there's content everywhere you look, and it's tough to stand out in that environment. I think the way to do it is understanding your audience, thinking about platforms that you're on in a truly native way, and making content that fits there and just to keep trying new things."
The future of native advertising… "The future of native advertising is in distributed. People aren't coming to the homepage of websites anymore. They're consuming their content on Facebook, on Snapchat, on Snapchat Discover, on Twitter, on the next social platform that hasn't yet been invented. So I think that the future of native is really how we create for all of these different platforms."