About the book: 2017 / Forget about commercials, print ads and website banners - the consumer is great He has learned to avoid them: he changes the channel, he has an ad blocker in his browser. However, Internet users willingly share an interesting article or video with friends, unwittingly turning into brand ambassadors. Therefore, the task of advertising is not to sell a product, but to force people to share content. Now advertising is offered to consumers based on the data they leave about themselves online. The Internet audience is growing rapidly (there are already more than 80 million people in Russia), more than 1 trillion search queries are sent to Google per year, and 200,000 photos are posted on Facebook every minute. All this means that simple advertising no longer works, the time has come for experience marketing, native advertising and content marketing. Media studies professor Mara Einstein has worked in advertising agencies for decades. In her book, she talks about how they create “undercover advertising” - captivating content in which it is impossible to recognize the marketing background. Here you will find clear theoretical foundations and successful cases that have already become classics of native advertising.