BurdaForward and C3
03/11/2016

Setting standards

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BurdaForward, the digital publishing and marketing house (which includes Chip, Focus Online, and Huffington Post) and the European content marketing network C3 have begun an extensive collaboration with the Native Advertising Institute (NAI) in Copenhagen. The NAI provides an international forum for marketers and helps marketing managers to make successful use of native advertising. BurdaForward and C3, two leading content creation and distribution companies, have created an open platform that will give the entire native advertising industry a voice in Germany. Together with the NAI, they aim to actively lead discourse on content-driven campaigns with all market participants and use their specialist knowledge to help shape the development of the pan-European market.

Partners for Native Advertising Days

In the first step, BurdaForward and C3 will act as partners for the Native Advertising Days on 16 and 17 November in Berlin, where the international potential of and framework for native advertising will be discussed in front of a high-calibre audience. Panellists and speakers will include Stephanie Losee (Visa), Michael Villaseñor (New York Times), Ekin Ozenci (Google), Jason Miller (LinkedIn) and Rebecca Lieb (industry analyst).

Laying an academic foundation

In the second step, BurdaForward, C3 and the NAI will set up the Native Advertising Academy to offer specific, well-founded application expertise for the successful use of native advertising and to train specialists in the field. The present market situation will be analysed in joint studies to lay academic foundations for increasing the efficiency of native advertising. As part of this collaboration, Tanja zu Waldeck, managing director of BurdaForward Advertising, and Karsten Krämer, managing director of C3, have joined the institute’s advisory board.


“We need to establish a common understanding and specific standards on the German market. Only in this way can we make native advertising more individual, more scalable and simply better for users.”

Tanja zu Waldeck, managing director of BurdaForward Advertising


 

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German press release

NAI logo

Images from the NAI Days 2015

Images from the NAI Days 2015

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