Yahoo Asia Pacific is collaborating with the University of Pennsylvania’s Wharton Future of Advertising Program (WFoA). They will jointly develop an industry framework for native advertising, a rapidly emerging form of digital advertising. Native ads have high engagement rates because they blend seamlessly with the digital content environment. The collaboration between Yahoo and Wharton will include selective crowd-sourcing of ideas and innovations for native advertising, both online and through roundtable discussions with practitioners, thought leaders and social scientists globally.