The "natives" are restless.
Native advertising is one of the biggest trends on Madison Avenue, but some in the business believe it's time to retire the buzzword.
"It's a word I hate," Mashable's chief revenue officer, Seth Rogin, said during an Advertising Week panel on Tuesday. "Native sounds deceptive, even if it isn't."
Andy Wiedlin, Buzzfeed's chief revenue officer, agreed: "I'm with you on the jihad, Seth."
Native advertising refers to stories and other content sponsored by advertisers that blends into the surrounding editorial.
Speaking of changes in the ad business, other panelists at the gathering of media and ad executives said the move to mobile devices spells the end of Web banner ads.
"Banners are dead," said Michele Tobin, Rovio's vice president of global ads, adding that the "Angry Birds" maker hasn't carried banners on its last few releases.
Instead, Rovio is integrating marketers into games. For instance, insurer State Farm makes it possible for players to "power up" and continue the gaming action.
"We're no longer doing banners on mobile," said Yahoo!'s Ned Brody, who touted the firm's cross-platform ad offering, called Gemini.
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