What is the best measurement for native advertising effectiveness?
I'm sure we all agree to the importance of native advertising, especially for publishers, amidst the general decline of eCPM in display ads. However, commonly use metrics such as impression and CTR would not do justice to the true value of these content. Many have started using engagement metrics, such as dwell time, comment, and social share as their preferred measurement tool. Are they enough to convince advertisers or we need a more robust metric to catapult the whole industry?