Guardian Labs began in early 2014 with its aim to work with clients to create sponsored content opportunities.
This is a trend in publishing with BuzzFeed and The Telegraph (and more besides) experimenting with in-house content creation tailored for brands.
The Guardian is seeking to rise above some of the disquiet around native advertising (is it a case of the emperor’s new clothes?) by simply creating transparent sponsored content to a great standard.
Anna Watkins, who heads up Guardian Labs, was speaking at the IAB’s Content Conference and this is what I took from her talk.
For a full intro to native advertising see the new Econsultancy report, Native Advertising: What it means for brands and publishers.