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 THE NATIVE ADVERTISING PLAYBOOK SIX NATIVE AD CATEGORIES, SIX MARKETPLACE CONSIDERATIONS, AND IAB RECOMMENDED DISCLOSURE PRINCIPLES This paper provides the industry with a framework for thinking about and discussing current native advertising options with the goal of eliminating marketplace confusion and thereby helping sellers sell and buyers buy. Importantly, it also provides Recommended Industry Guidance for Advertising Disclosure and Transparency for ad units most often described as ‘native.’ This will serve as the basis for future IAB initiatives in the native advertising space to provide greater clarity to the market. Anchoring this initiative will be a series of IAB industry workshops in 2014 focusing on the most pressing aspects of the native advertising ecosystem. DECEMBER 4, 2013

IAB Native Advertising Playbook (2014!04!14)

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http://www.ftc.gov/opa/2009/10/endortest.shtm
http://www.ftc.gov/opa/2013/03/dotcom.shtm
http://www.ftc.gov/os/2000/05/0005dotcomstaffreport.pdf
http://www.ftc.gov/opa/2013/06/searchengine.shtm
http://ftc.gov/os/closings/staff/commercialalertattatch.shtm
http://www.iab.net/guidelines/508676/508767/displayguidelines
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http://www.iab.net/public_policy/home
http://www.iab.net/member_center/committees/working_groups/native_advertising_task_force
http://www.iab.net/

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