There's a reason respected news organizations like The Washington Post and The Wall Street Journal have dipped their toes into native advertising. Not only is it a lucrative revenue stream for those publications, but the creation of native ads also has a lot in common with traditional journalism.
Yes, native ads are serving a brand's marketing strategy, while journalism is designed to democratize information and report the facts. There are clear lines of division separating these two forms, but marketers would be wise to borrow the practices and policies of journalistic content and use them in their native campaigns. Here are some guidelines for applying those lessons.