Sponsored content, advertorial and in-stream ads are different types of native advertising. Buzzfeed are doing it, the New York Times are doing it. Native advertising has become a buzzword of late, but it is not new – marketers have made use of content marketing for some time and publishers have offered the platform for just as long. Naturejobs has already been doing it in print and online with products like the Inside Views. Now, we’re bringing native advertising to the Naturejobs blog. And we’re determined to get the balance right and explain the what, how and why.