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‘We don’t make a particularly compelling case for it’: Branded content struggles rumble on

'We don't make a particularly compelling case for it': Branded content struggles rumble on

MARKETING NEWS

‘We don’t make a particularly compelling case for it’: Branded content struggles rumble on


Measurement and attribution have always been difficult in advertising, digital or otherwise. But branded content especially has been more of a challenge, with brands struggling to justify their investments in the discipline — and sometimes, not knowing what they’re even looking for.

But in conversations with publishers and agency staffers selling branded content recently, some say they’re becoming disillusioned with their own efforts to demonstrate its ability to provide a return on investment.



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