PulsePoint Inc., a next-gen advertising technology platform, announced new research that uncovers key insights into how today’s advertisers and publishers utilize content marketing and native advertising, the current challenges they face and the role automation technology will play across the two strategies in the company’s latest State of the Industry Intelligence Report.
“As an industry, we’re guilty of using too many buzzwords and diluting our own truths and understanding. In this study we wanted to clearly establish how the industry is defining and embracing content marketing and native advertising,” said Sloan Gaon, CEO of PulsePoint. “In addition to outlining the nuances between the two, we found that content marketing and native will continue to see explosive growth across both advertisers and publishers and will usher in a new era of engagement where metrics like time spent and social actions will replace CTR as the measure of success.”
PulsePoint’s State of the Industry Intelligence Report defines content marketing as a strategy to create and distribute valuable content and defines native advertising as a paid media that matches the form and function of the platform on which it appears. It also reports that marketers and publishers anticipate automation technology improving the ability to scale, target, measure and optimize both content marketing and native in the near future.