Christoph Trappe
Christoph Trappe is a content strategist and author who writes and reviews everything published on native-ads.net. He has spent more than a decade on the question of how brands publish, which is the same question native advertising answers with money.
Background
Christoph's work sits at the seam between editorial and marketing. He founded the Authentic Storytelling Project, an ongoing body of work arguing that brand publishing succeeds only when it stops imitating advertising and starts behaving like journalism. That argument is directly relevant here, because native advertising is the format that tests it hardest: a native unit borrows editorial form, and the whole ethical question of the channel is whether it also borrows editorial credibility it has not earned.
He has been named to the Content Marketing Institute's Top 100 list and was the Internet Marketing Association's Internet Marketer of the Year in 2015. He is an author and hosts a podcast on content and marketing technology.
What he covers on this site
One subject, treated properly. The reference article on what native ads are covers the delivery mechanic, the IAB format taxonomy, US and EU disclosure law, and what the major networks cost to enter. Everything published here is written from primary documents — ad tech specifications, regulator guidance, peer-reviewed research — rather than from other people's summaries. The review methodology sets out how network claims are checked and what evidence is allowed to count.
Why this subject
Native advertising is the one paid format that a content strategist cannot look away from. It borrows the shape of editorial work, it is bought by performance marketers with hard numbers attached, and it sits under two regulators that disagree about who is responsible for labelling it. Judging it well needs three things at once. Enough technical grounding to read an ad delivery specification, enough editorial background to know what a publisher's credibility is worth, and enough scepticism to notice when a network's stated minimum applies to one payment method out of eight. That combination is the reason this site exists rather than another summary of the same three format definitions.
Independence
Christoph writes the reviews. No advertiser sees a draft, buys a position, or supplies copy. The site earns money from partner links, which is stated plainly on the affiliate disclosure page, and the rules that keep that revenue away from the editorial judgment are written down in the editorial policy. If either document and the published work ever disagree, the documents are the promise and the work is the breach.
Reaching him
Reader data is handled under the privacy policy, and the conditions for quoting or republishing this work are on the terms of use page.
Christoph is on Facebook and Instagram. Corrections, factual disputes and republication requests go through the contact page, which explains what to include so that a correction can be processed quickly. Background on the site itself is on the about page.