This chapter provides information from marketers who are doing native advertising on a wide variety of sites. Consider this “from the horse’s mouth,” so to speak: it includes insights from companies that sell everything from technology to food to cars to “spirits” (otherwise known, for those of us not working in this industry, as alcoholic beverages). I’ll provide information on how much of the total marketing budget is devoted to native advertising; how companies come up with ideas and the execution of the native ads; and examples from different companies in different industries.

My job is in digital advertising for Hearst, and I am also a consumer of media. Throughout each day, I read ...

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