"[...] we have brought together relevant case studies to illustrate how content production and business relations can be reconfigured to generate fresh revenue sources, and to demonstrate which tools may be helpful along the way. These cases include special thematic projects, creative agency models, and native-only formats in digital and multimedia form that revisit the boundary negotiation between editorial and business departments. The Native Advertising Playbook casts new light on the complex, overlapping and increasingly coupled relations between consumers and clients that require significant alignment and coordination to succeed." (Executive summary)

"This Playbook is about native advertising. What is it? Native advertising comes in many different forms and is sometimes called sponsored, paid or content advertising. The term “native” reflects the idea that this type of advertising looks, reads and feels like any other content on a website or social network where it appears; hence, it is “native” to the publishing platform’s regular content and visual style. Unlike display ads, native advertising is non-disruptive for users and should offer content that readers choose to consume. Native ads can be created by a third party or the media outlet itself. Examples of the former include “in feed” ads, promoted listings, and content recommendations on a web or social media page. In this case, the advertiser creates the ad and pays the media outlet to distribute it. The main concern – and criticism – regarding this approach are that, since the native ad resembles organic content, readers may not realize they are consuming paid advertising [...] This Playbook focuses on the second type of native advertising model, where the media publisher is fully in control of the process of planning, creating and distributing paid content. This native advertising can be defined as: Paid content produced by the editorial team in the same style as organic editorial content and distributed by the publisher; such content should be of value to the target audience and must be clearly and transparently marked as sponsored content." (What is native advertising? Page 7)