In this series of lectures, students will explore the concept of native advertising, its various types, ethical concerns, and its impact on journalism. Through case studies, such as the defunct travel company Travel Pony, students will learn about the effectiveness of native advertising in overcoming credibility issues and increasing sales. The lectures will also discuss the role of the Federal Trade Commission in regulating native ads, targeting strategies based on location, purchase intent, and contextual relevance, and how to measure the success of native advertising campaigns using independent tools like Google Analytics.