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Why trust is everything for brand content

By Tony Hallett / October 25, 2016

This post was first published on 19 May 2015 This post draws on two separate but related conversations. Speaking on a panel a couple of weeks ago, one of the…

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What’s the definition of native advertising? And why it matters to brands and publishers

By Tony Hallett / September 27, 2016

I should know the answer to this question. I wrote What is native advertising anyway? for a sponsored section of theguardian.com (how appropriate) and it’s still one of the main…

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Sponsored content and UK publishers

By Tony Hallett / October 15, 2012

We see that Business Insider is the latest of the big boys in web publishing to include sponsored content among regular editorial. It isn’t ditching ads – it has a…

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