More from OPS Keynote Rick Webb: The Coming Native (and Creative) Ad Revolution

In your recent post, you wrote, “Most of the advertising on the Web is crap still….” How can advertisers best take advantage of native ads, especially on Tumblr, to make advertising more palatable to an audience?

There have been great strides in recent years for “native” advertising, or advertising that works within the context and environment of the site on which it lives. Buzzfeed, for example, has done a great job. At the same time, some native advertising can feel bolted on or hackneyed. Facebook, for example, is serving dual masters with its native advertising: making it native and unique, and leveraging their users for social recommendations. Serving those two masters makes it hard to make something really integrated and brilliant without offending, I think. And the recent litigation is exemplary of that. They also turned a corner when brands became “pages” and people were “users,” with each having a different behavior. Twitter’s been better about that. Brands and users each interact with the site in the same way.