IAB defines content marketing amid native-ads trend

12/17/2013 | MediaPost Communications

The Interactive Advertising Bureau has published a content-marketing primer that defines the misunderstood term and offers guidelines on disclosure. The IAB defines content marketing as "creating and distributing relevant and valuable content" to a specific audience and notes that, unlike traditional "push" advertising communication, it is a "pull" strategy that aims to improve how a brand is perceived.

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