Joe Pulizzi presented on native advertising. He defined native advertising as paid content that aims to not disrupt the user experience and provide helpful information similar to other site content. Pulizzi discussed how native advertising is growing, with 62% of publishers offering it and brands creating 25-30% of their content for these programs. Popular native ad formats include sponsored blog posts, articles, and Facebook updates. Pulizzi provided examples of native ads from Twitter, Outbrain, The Awl, and the New York Times. He noted that media brands are aggressively offering native ad products and there is renewed interest from advertisers in new forms that outperform banners.