Dive Brief: 

• Today, the Wall Street Journal, whose Editor-in-Chief Gerard Baker has likened native advertising to a "Faustian pact," will launch its first such product, dubbed "Sponsor Generated Content."
• The first advertiser will be data and storage firm Brocade, with a teaser box containing headlines, subhead text, and thumbnail images appearing in the middle column of WSJ.com, as well as the tech page.
• The actual content will appear in a separate section of the website.

Dive Insight: 

While Baker only made his "Faustian pact" remarks six months ago, the Wall Street Journal's take on native is one that he can live with. He, like many other editors, was concerned that native advertising would look deceptively like normal editorial content, which could ultimately confuse or turn off readers. The WSJ's sponsored content, however, is clearly labeled, as all native ads should hopefully be.