- As native advertising becomes more pervasive, different styles of pricing models are emerging and competing for position as the industry standard.
- Some publishers with well-staffed content teams, like New York Times and the Wall Street Journal, use the strategy of charging premium prices for high quality content.
- For other publishers, like the Huffington Post, the media model of paying solely for the inventory by CPM is the preferred route.
The two pricing models were bound to butt heads. If the industry can't set a standard on what native advertising is worth—and on a deeper level what it actually is—it will be hard to prove the value to advertisers. Certainly, the native ad content the New York Times is creating is out of reach for most publishers, but following the Times' pricing model could work on a smaller scale.