Yahoo Asia Pacific ties up with Pennsylvania University's program

NEW DELHI: Yahoo Asia Pacific is collaborating with the University of Pennsylvania's Wharton Future of Advertising Program (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 maximising the effectiveness of native advertising, a statement said.

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, it said.