Most in the marketing business, or those who read BuzzFeed, are familiar with the concept of native advertising – it’s advertising that fits both the form and the context of the content the audience is expecting.

Songza CEO and co-founder Elias Roman agrees with that definition, but he also says that native advertising has to be more than that. We caught up with him at Digital Media Summit 2014 last week in Toronto. Hit play on the video above to hear about how he sees native advertising as akin to flirting before you ask for a phone number.

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