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The Native Advertising Advantage
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Table of Contents

ForewordIntroductionChapter 1: What Is Native Advertising? Chapter 2: Native Advertising: Where It Began, Where It's Going Chapter 3: When Is Native Advertising OK, and When Is It Not OK? Chapter 4: The Essentials You Need to Know About Native Advertising Disclosures, Regulatory Compliance, and Potential Legal IssuesChapter 5: How Journalists Are AdaptingChapter 6: A Look at Brands that Have Gone Native Chapter 7: Consumer Reaction Chapter 8: Best Practices and RecommendationsAcknowledgmentsNotesIndex

About the Author

Mike Smith is Senior Vice-President of Revenue Platforms and Operations for Hearst Magazines Digital Media and Senior Vice-President of Advertising Platforms for Hearst's Core Audience. He is responsible for digital media revenue platforms, including the company's programmatic sales engineering efforts through the Hearst Exchange, which is the company's auction system for selling advertising on its hundreds of websites. His previous book Targeted was named one of the "Top 6 Business Books to Read" by Inc.com and won the Axiom Gold Metal Award for best advertising/marketing book for 2015.

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