Creating any type of native advertisement requires a certain level of partnership between the editorial staff of the publication and the sponsor. Although the sponsoring company is paying money for the article, their role in developing the package should remain minimal. In the case of the Airbnb native advertisement, there is a disclaimer at the end of the article that says the editorial team of The New York Times had no role in preparing the package. “There are a number of publishers who are allowing [public relations] firms and advertising agencies direct access to their content management systems and allowing them to publish directly to the sit. It is a very slippery slope and could kill journalism is publishers aren’t careful,” (Carr,
