Jim Spanfeller

Heather Fletcher is senior content editor with Target Marketing.

Imagine being in a meeting. Now imagine being bored and opening up Facebook, only to be greeted by a goat-scream video that outs you as an unprofessional jerk. Or doing the same on a quiet train ride that outs you as a completely different kind of jerk.

The term “native advertising” has gotten a lot of play around the digital media industry recently as publishers, platforms and other ad sellers look for ways to differentiate their offerings and combat the continued commoditization of banner ads. There’s no case that the Internet has shown the power of native advertising. After all, search ads are a truly native form of advertising—and Google can tell you how well that’s worked out. … Is native advertising really that new, or is it just sponsored content or “advertorial” repackaged for the digital age?

With 22 million to 25 million unique users on a monthly basis, Forbes.com is a leading player in the world of online business information -- publishing more than 3,500 articles on any given business day. And the site is constantly improving. In April, for example, Forbes.com updated its homepage with an easier-to-read design. Forbes.com also has its feet firmly planted in the new Web world, with a variety of energetic Web 2.0 features scattered throughout the site.

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