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Just over half of news publishers say they now offer native advertising options on their platforms, according to recent research from the Native Advertising Institute and the International News Media Association.

The report was based on data from a survey conducted in 2017 among 231 people who work for news media companies around the world.

Some 51% of respondents say their organization offers native advertising formats.

An additional 41% of respondents say their organization is likely to offer native advertising formats in the future.

Some 47% of news publishers that offer native advertising solutions do so through their own editorial team; 35% have a native advertising studio.

Nearly two-thirds (65%) of news publishers that offer native advertising solutions do so in combination with other advertising formats.

Some 79% of news publishers that offer native advertising solutions say the approach is effective.

About the research: The report was based on data from a survey conducted in 2017 among 231 people who work for news media companies around the world.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji