Topic: Journalism, PR and Native Advertising in Brazil

Author: Nelson de Sá

Source: OI

 Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. For example, an article written by an advertiser to promote their product, but using the same form as an article written by the editorial staff. The word “native” refers to the content’s coherence with other media on the platform. —Wikipedia

See also advertorial and how Google detects advertorial.

At last, a comprehensive overview of the major Brazilian public relations and propaganda agencies — the Big 4 — in the context of a global trend toward the use of “native advertising” and other techniques considered unorthodox in traditional journalism.