Avid Collective calls for industry standardisation of branded content

January 23, 2025 9:24

Avid Collective, a branded content platform, is calling on the industry to align on and standardise the use of branded content to help drive accessibility and growth.

Encouraging publishers, agencies, and other industry players worldwide, Avid Collective is urging for the establishment of a unified category name and definition to ensure consistency.

A mock up piece of branded content

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.