The Guardian's Unusual Take on Native Ads

By: Lucia Moses | Adweek

The Guardian is jumping on the native ad trend—but, in character for the British newspaper, it’s doing so in its own way. Today it announced the first client, Unilever, of Guardian Labs, its in-house branded content unit. For the year-long, seven-figure campaign starting in March, the Guardian will create content to help connect Unilever with sustainability issues.