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With the growth of digital media, the definition of native advertising is expanding. Consumers have
gained power in the consumer-media relationship, and as a result, it’s increasingly important that
advertisements integrate seamlessly with the consumer’s larger experience. Whether it’s in the form
of sponsored content, built off of the existing user experience or something new entirely, native
advertising will benefit brands, publishers, and consumers. This, however, does present one major
challenge for publishers: the inherent ethical dilemma of blurring business and editorial.
The Expansion of Native Advertising
Refinery 29 Content
One of many “new media” companies,
Refinery 29 has been a pioneer in
publisher native advertising. They’ve
succeeded in large part by partnering
with brands to co-create content that is
top-tier and continue to do so on
emerging platforms.
Target’s #MoreMusic + Grammys
No matter what you think of the
execution (or Imagine Dragons), Target’s
shot at native advertising on TV started a
huge conversation about where native
advertising can go.
Holistic Marketing
Netflix’s Orange is the New Black + NYT
OITNB worked with the NYT to sponsor a
piece written by a NYT editor about
female incarceration. Rather than strictly
promoting the show, the piece provided
legitimate and valuable insight.
28

With the growth of digital media, the definition of native advertising is expanding. Consumers have
gained power in the consumer-media relationship, and as a result, it’s increasingly important that
advertisements integrate seamlessly with the consumer’s larger experience. Whether it’s in the form
of sponsored content, built off of the existing user experience or something new entirely, native
advertising will benefit brands, publishers, and consumers. This, however, does present one major
challenge for publishers: the inherent ethical dilemma of blurring business and editorial.
The Expansion of Native Advertising
Refinery 29 Content
One of many “new media” companies,
Refinery 29 has been a pioneer in
publisher native advertising. They’ve
succeeded in large part by partnering
with brands to co-create content that is
top-tier and continue to do so on
emerging platforms.
Target’s #MoreMusic + Grammys
No matter what you think of the
execution (or Imagine Dragons), Target’s
shot at native advertising on TV started a
huge conversation about where native
advertising can go.
Holistic Marketing
Netflix’s Orange is the New Black + NYT
OITNB worked with the NYT to sponsor a
piece written by a NYT editor about
female incarceration. Rather than strictly
promoting the show, the piece provided
legitimate and valuable insight.
28

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