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Yahoo Asia-Pacific has announced its collaboration with the University of Pennsylvania's Wharton Future of Advertising Programme (WFoA) to jointly develop an industry framework for native advertising, a rapidly emerging form of digital advertising. The framework will act as a guideline for maximizing the effectiveness of native advertising. With this alliance, Yahoo will also tap into the WFoA Global Advisory Board comprising more than 80 thought leaders from the world’s most innovative advertising agencies, technology companies and research institutes. 'We are proud to be leading the discussion on the future of native advertising amongst advertisers, publishers and agencies to develop an industry framework around this emerging trend. Working together with Wharton, we will create a reference point on how native advertising is defined and measured in the marketplace," said Yvonne Chang, Managing Director, Yahoo India-South East Asia and Head of Advertising Solutions Asia-Pacific. Jerry Wind, Professor of Marketing at Wharton and Academic Director of the Wharton Future of Advertising Programme, said, "We are excited to work on such a groundbreaking venture with Yahoo. At Wharton, we have a deep and committed interest in the future of digital advertising and how it will evolve over the years to come. Our collaboration with the Yahoo team will strengthen the output of a native advertising framework by matching professional experience with our academic rigour." The collaboration between Yahoo and Wharton will include selective crowd-sourcing of ideas and innovations for native advertising, both online and through roundtable discussions with practitioners, thought leaders and social scientists globally.
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