In the ten-plus years since Sharethrough began its quest to popularize less-interruptive forms of advertising, and in the 5 years since it started evangelizing the idea of “native advertising” — ads that fit in have gone from being a niche idea in ad-tech to the new gold standard. With native advertising now its own programmatically traded standard, outperforming traditional display right across the funnel and taking in the large majority of mobile advertising revenue globally, Sharethrough Founder and CEO Dan Greenberg will talk about why it might time to retire the idea of native as its own category. Because if the future is native, can’t we just start calling it advertising?
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