CANNES, France — The blurring of editorial and advertising remains a hot topic. Now that implementations are commonplace, the opportunity needs to scale up to become easily repeatable, just like conventional ad formats.

“Native is growing up,” says industry news site Digiday‘s editor-in-chief Brian Morrissey. “Custom things don’t scale. Advertising is a scale business. We’re seeing native figuring out a way to marry the advertising systems that are able to distribute things efficiently with the more custom placements that are native.”

Morrissey’s Digiday has become a popular read amongst marketers and publishers. Now it is expanding in Europe with the hiring of a UK editor, recently holding its first European conference in Barcelona and planning another in Nice.

“The future of media is having a focus,” Morrissey says. “It can be on video, a local level or an industry level – that kind of media is incredible valuable. There are opportunities for new kinds of media companies to spring up.”

We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.