Native advertising appears as the Trojan horse of marketing strategists, aiming to achieve the ultimate profit model in the battle for the favor of information-hungry and mobile customers. The term "native" in connection with advertising is understood to mean that advertising content is prepared in such a way that it is contextually relevant and adapted to the format, making it less noticeable to the user as advertising. This can be criticized as misleading, or this new form of advertising can be welcomed as a replacement for intrusive display ads, such as pop-ups. In this book, the research team explores the phenomenon of native advertising from the perspective of media companies. The still young term is placed within the established theory of content marketing; however, the authors delve deeper to better define the term. Through descriptive case studies, it is demonstrated.