According to the IAB, the business case for native advertising was a channel that offered brands more credibility than the “usual digital channels as well as a different and richer narrative to the consumer”, it says in the guidelines.
“Media should also recognise a new revenue stream over which editorial can exert a greater degree of control and which can be crafted into a multi-faceted campaign.”
The likes of Carat,
News24,
Daily Maverick, Times Media, NATIVE VML, Primedia, ContentVine, eNCA and Independent Media have all demonstrated a commitment to adhering to the IAB's recommendations.
The full guidelines can be found
here.
For more information, visit
iabsa.net. Alternatively, connect with them on
Facebook or on
Twitter.