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UBA Position Paper over Native Advertising

Chris Van Roey
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Merken bieden consumenten meer en meer ‘premium content’ aan in nauwe samenwerking met media. De merkboodschap wordt aangepast aan het medium en zo goed mogelijk geïntegreerd in de context. Daarnaast wordt gestreefd naar een inhoudelijke meerwaarde voor de consument. Men noemt dit nieuwe format 'native advertising'.

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