Guide to Native Advertising

Year of production: 2020

Image is illustrative. Photo by Scott Webb from Pexels

The news industry is full of ideas when it comes to experimenting with new storytelling formats and techniques— podcasts, virtual reality, Instagram posts. The list is long, but storytelling across these media and platforms is something the journalism-adjacent advertising industry has been experimenting with for decades. Complex ad-measurement metrics now demonstrate, in granular detail, the effectiveness of traditional advertisements. The rapid adoption of those metrics across the ad industry has forced news organizations to defend how they manage their ad businesses. Publications old and new have to justify the effectiveness of advertisements they create or distribute for clients. This relationship has forced many publications to reimagine their business models as they continue to transition from print to digital. Read more in the article published in


Ava Sirrah

Ava Sirrah is a Ph.D. candidate in Columbia University's journalism school where she researches how advertisers shape news production and dissemination. Prior to entering academia, she worked at The New York Times as a creative strategist.