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How news organisations are building commercial teams of former journalists who create paid-for content on behalf of brands.
Native advertising has been a key trend of 2013, with many publishers keen to benefit from this revenue stream.
Sometimes called sponsored or branded content, it is a form of advertising that moves beyond the advertorial.
"It is content that is created for or provided by a brand or an advertiser that is then surfaced on a publisher's platform," according to Raju Narisetti, senior vice-president and deputy head of strategy at News Corporation.
The Huffington Post, in conjunction with parent company AOL, last monthpublished a report which proposed that native advertising is "sponsored content, which is relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment".
Perhaps the easiest way to understand it is by looking at a couple of examples, such as the Guardian's 'what to wear on a date' video, sponsored by John Lewis, with clothes featured in the video from the department store, and BuzzFeed's '20 coolest hybrid animals', created for hybrid car Toyota Prius.
Many publishers see native advertising as a huge opportunity.
