Successful native advertising needs buy-in from three groups: An audience, a brand and a publisher.

Brand buy-in? Check. Brands are increasingly seeing native advertising as an effective way to engage their audiences.

Audience buy-in? Check. Exact metrics are hard to come by, but advertisers seem to think it’s working. At least, they see the value in reaching people where they’re already consuming information, when they’re in the headspace to do so (i.e., surfing the ‘Net at lunchtime).

That leaves publishers. Do they buy in? Let’s be real. The publishing world is changing as we speak. Newspapers have taken a big old cyberkick to the gut and are struggling to reinvent their revenue models in the digital age. Magazines are in a similar boat.

Maybe a better question is this: Do publishers view native advertising as anything more than a way to keep the lights on?

According to a recent article in DigiDay, it seems that heavy hitters in the publishing world are not only embracing native advertising, they’re intrigued by the possibilities it can present to engage with audiences.

Yes, for real.

Going Deeper

Check out this quote from David Moynihan of Digital Spy:What you then start to look at is really major native partnerships that aren’t just a single article on a single page, but part of a long-term partnership around a really interesting content theme or franchise. A genuine feature that lives and breathes over months, rather than one small piece on a site at one time.”

The upshot: Publishers see a mutual benefit in native advertising.

They’ve spent a lot of time and money investigating what drives their audiences. They know it’s good for the bottom line to help brands that “go native” crack the code into reaching their established audiences.

They also recognize that high quality, compelling native advertising can help drive traffic back to their publication, but it’s important to do it right.