This seminar assessed the future of native advertising and social influencer marketing - looking at issues for brands, metrics and regulation.
Taking place as policymakers, regulators and the media sector increasingly focus on the impact of editorial and commercial misinformation, including fake news and ad misplacement, delegates had the opportunity to discuss developments in these emerging areas which blend marketing messages and editorial content - and their implications for policy, regulation and industry practice.
Sessions also examined prospects for the market and latest thinking on uptake and growth in native - including developing reliable measurement of marketing effectiveness, longer-term planning and collaboration, consumer trust and editorial standards, and current developments in the adoption of programmatic technology.
With effectiveness measurement a key issue for influencer marketing, delegates considered challenges for managing the relationship between brands and talent, as well as potential developments outside the commercial arena.
Further sessions analysed the regulatory landscape and how it might need to evolve, signposting and transparency across different platforms, clarifying legal definitions, enforcement challenges and consumer protection.