IAB Content Marketing Primer

Definitions, Benefits, Types And Marketplace Considerations For Publishers, Marketers And Agencies

This paper provides the industry with a framework for thinking about and discussing content marketing as it relates to definitions, benefits, varieties and transparency principles. The IAB seeks to shine a light on this dynamic and evolving space and provide guidance and best practices that will ultimately help shape its formation and future growth. This primer will serve as the basis for future IAB initiatives in the content marketing space to provide greater clarity to the market and is a companion piece to the previously issued IAB Native Advertising Playbook.