Native advertising has emerged both as an exciting new way for digital marketers to engage with the consumer, and as a new source of advertising revenue for publishers. “What is native advertising?” is a question that the industry has, almost frantically, been looking to answer since the term was first coined. While countless definitions have been proposed by nearly every industry insider, company, and journalist, no universally agreed-upon one has surfaced. This is because, to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer.
A great guide by IAB (Interactive Advertising Bureau. www.iab.net)