A Guide to Native Advertising

Ava Sirrah

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Journalism and Media Studies Media Studies and Communication Media and Digital Communication

Abstract

Native advertising is the central digital-revenue stream for the publishing industry. It makes up some 60 percent of the market, or $32.9 billion, according to a 2018 forecast by market research firm eMarketer. Understanding why the trend has been enthusiastically embraced by numerous news organizations requires a fuller appreciation of the changes that shape our information environment.

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2020What Is Known About Native Advertising in Editorial Contexts? A Descriptive Literature Review 2022How News Organizations Sell Native Advertising: Discourses of Integration and Separation on In-House Content Studio Web Sites 2021Native Advertising—The Formats and Types of Content Most Demanded by Brands in the Spanish Media

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