COLUMBIA JOURNALISM REVIEW – 06/09/2019
Ava Sirrah
NATIVE ADVERTISING IS THE CENTRAL digital-revenue stream for the publishing industry. It makes up some 60 percent of the market, or $32.9 billion, according to a 2018 forecast by market research firm eMarketer. Understanding why the trend has been enthusiastically embraced by numerous news organizations requires a fuller appreciation of the changes that shape our information environment.