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»InPowered

inPowered Wants To Avoid Clickbait By Focusing On Engagement

Content promotion startup inPowered said Wednesday it has rebuilt its platform so marketers pay for engagement, not clicks, because the company believes optimizing for clicks encourages clickbait. “For native advertising to work for all, it needs to focus on the end consumer,” CEO and co-founder Peyman Nilforoush said. “Otherwise it will go the way of... Continue reading »

by Sarah Sluis // December 10th, 2014 //
»
Will Click-Fueled Content Marketing Crash?

As the line between standard banner ads and content recommendations blurs, the need for quality control will proliferate, experts say. While companies use content as a branding tool, Sacha Xavier, partner and media and innovation director at Neo@Ogilvy questioned whether banners idly generating impressions drive any value. “While these ads have high click rates, are... Continue reading »

by Kelly Liyakasa // June 24th, 2014 //
»
Forrester: More Content Marketing Vendors Aim For 'Complete Solution'

Paid media has become essential to content marketing, as social media "war rooms" become commonplace and Facebook throttles the organic reach available through Page Posts. In a new report, Forrester Research detailed a range of content marketing offerings, dividing the world into service- and software-based solutions. The report highlighted 15 agencies and 30 technology vendors, rating... Continue reading »

by Beth Goodbaum // April 29th, 2014 //
»

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