Is so-called native advertising really deception to be excoriated as "bad revenue" or a legitimate variation on the advertorial? Perhaps only the "[a]dvertising mindset is the problem," writes Ardath Albee. "At least in B2B and in regards to the need for content to be a value add for the audience's experience." To raise the bar on what is acceptable native advertising, keep product or service mentions to just one, eliminate the sales pitch entirely, provide only relevant content, and make sure the content is "driven by customer experience" and ties into a macro strategy, Albee writes.

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