Amy Marks, global head of advertising sales marketing at Bloomberg Media, shared the three key facets of a native advertising at the 2017 INMA World Congress in New York City.

  1. Know your audience. “It’s very important to build toward that audience.”
  2. Storytelling. “It’s not just the platforms you’re telling the story on but the story itself. If you have great content and a great story, the platform is really secondary.” 
  3. Partnerships. “Having a great partner with and for your clients and advertisers is most important, and really collaborating with them creates a successful relationship.” 

“Always stay true to who you are,” she said. Knowing your audience and your brand and building something that your audience will want — not something that just your brand partner thinks is right. And that goes back to truly collaborating together.”