A few years ago, when publishing companies began to understand that native advertising/branded content was a service they were best placed to offer to their advertising brands, some publishers started their own Content Studios. As in other areas of digital advertising, the objective was to combine creativity, measurement and a set of quality standards to a format gaining in popularity, but of course, still in the Wild West of novelty. Much has happened since, and Durban 2017 is a good time to evaluate progress.