Yahoo Explains Their Escalating Use of Native Advertising alongside Content

Senior Vice President of EMEA at Yahoo, Dawn Airey, has today (10 September) defended the company's approach of publishing an increasing amount of native advertising alongside content.

Speaking at the Dmexco exposition in Cologne, France, Airey refuted claims that this strategy represents a confused position and affirmed that the company has proved itself to be "incredibly adept" at delivering a rich online experience to customers.

Airey explained Yahoo's stance of displaying native advertising alongside content: "It's an intrinsic part of what we offer. On the one hand absolutely you can access our inventory in a very direct, direct accountable way, but part of what we do is to create content that is there as much for a marketing statement for audiences to come to our platform to engage with ad products and for our content."

She added: "We have this lovely relationship with consumers, that is around both content and off the back of that the ad tech for monetising and engagement with the platform. I don't think we are in the slightest bit schizophrenic and we are very clear about what we're doing. We're about content and context at scale."

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