“Native advertising” has become one of those phrases that evokes a mix of emotions. While some consider it to be a great way to slyly promote a brand, others remain skeptical about its effectiveness. Basically, no one knows what to make of it.

However, there’s one thing everyone can agree upon: The native ad The New York Times created for Netflix is one quality piece of content.

In an effort to promote Netflix’s original (and hilarious and brilliant) original series, Orange is the New Black (OITNB), the Times put together an incredible multimedia-rich article that focuses on a central element of the show: incarcerated women. In addition to reading the article (which explores the challenges faced by women in prison), you can listen to audio clips, explore slideshows, and other graphics. And it’s not only the writing itself that’s quality—the presentation is clean and visually stunning. Illustrations perfectly break up the text, which is what every long, deeper-dive article needs these days.

It’s the perfect package, but what truly makes it stand out from the rest? The fact that it maintains a journalistic essence as it presents a topic in a way that entertains both current fans of the show and those who have never heard of it before.

It’s so good, that even the Times’ own editorial journalists have commended the piece, sharing it with others and encouraging them to read it.

In addition to encouraging readers to look past the “This is a sponsored post” disclaimer, the article allows Netflix to achieve its goal of marketing the show. It gets people to watch OITNB without actually telling them to do so, as it presents a much bigger story surrounding the show—which is what all brands should strive for when developing a native ad (or engaging in any content marketing, for that matter). Needless to say, the bar has been raised.

The article happens to be the first native ad the Times has produced since changing their brand publishing strategy. Earlier this year, the Times built an entire department for sponsored content (known as the “T Brand Studio”), which also (and importantly) allows them to promote branded content through its own social channels to prevent confusion among readers.

However, tons of brands and publishers have been dabbling in native advertising for years—so why is this important?

RELATED: Is it Really True that No One Reads Native Advertisements?

Up until now, not many have successfully cloaked their advertisements in journalism, and the stats are there to prove it.

According to Chartbeat, visitors are twice as likely to leave a sponsored article than an editorial one without scrolling down the page. And only one third of readers engage 15 seconds or more on a sponsored post while two-thirds spend 15 seconds or more with editorial content.

Despite what many publishers say, readers simply aren’t spending as much time with sponsored content as they (and brands) hope they would.

But it looks like the Times might be on to something here. And we’re definitely sticking around to see what they create next.