With projected revenues set to double from $30bn in 2015 to $60bn by 2018, native advertising has proved an enduring format with plenty of untapped potential. This is further confirmed by the ramping up of capabilities and expertise in the field by both agencies and publishers alike.  

2016 could be a make-or-break year according to John Wilpers, editor of the recently published FIPP Innovation Report. Publishers and advertisers however face losing the trust of their audiences by using native advertising which pushes the boundaries of hard selling. The editors of FIPP’s Innovation in Magazine Media 2016-2017 World Report provides great advice on what they see is needed to protect relationships with audiences in a balanced way, whilst tapping into the native advertising potential to maximum effect. You can read the full chapter here