"Native" is a term relatively new to advertising, but one that is being used every day. How does Native Advertising differ to Native/Branded Content, what are the different types of each and how are they being used to benefit brands, and what are the relationships with the user? We talk to Ben Green, National Director (ANZ), Data, Platforms & Exchanges at Yahoo7, and Susie Bayes, Brand Partnerships Director at Guardian Australia.

You can download the IAB Native Playbook here: