Inside Forbes: What I Saw and Heard on the Front Lines of Native Advertising

I spent five days in Europe last week talking about the hottest trend in publishing today -- native advertising. It was a powerful learning experience. Together with Charles Yardley, our managing director for the region, I visited 14 ad agencies and public relation firms in London, Dublin and Amsterdam -- and chatted with a few worldwide brands along the way. We traded thoughts with agency strategists and media buyers. They were equal parts eager and apprehensive about jumping into the native fr...