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This is an archive article published on September 12, 2013

Yahoo teams with Wharton School for advert program

The collaboration will include selective crowd-sourcing of ideas and innovations for native advertising.

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Yahoo Asia Pacific is collaborating with the University of Pennsylvania’s Wharton Future of Advertising Program (WFoA) to jointly develop an industry framework for native advertising,a rapidly emerging form of digital advertising.

The framework will act as a guideline for maximising the effectiveness of native advertising.

Online advertising is evolving with less obtrusive formats such as native ads,which have high engagement rates because they blend advertising seamlessly with the digital content environment.

The collaboration between Yahoo and Wharton will include selective crowd-sourcing of ideas and innovations for native advertising,both online and through roundtable discussions with practitioners,thought leaders and social scientists globally.

Wharton and Yahoo kick started the process by hosting an invitation-only roundtable recently in Singapore and discussed the future trends and likely direction of native advertising.

Yahoo will also tap into the WFoA Global Advisory Board comprising more than 80 thought leaders from the world’s most innovative advertising agencies,technology companies and research institutes.

 

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