What is Native Advertising?

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears.

What is Native Advertising?
Photo by Joe Yates / Unsplash

Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. Native ads can be used to promote products, services, or ideas, but are distinguished from other types of online advertising by their high level of integration with the user experience.

Many people think that native advertising is just another word for advertorials—ads presented as editorials—but there are important differences between these two concepts.

First off, native ads are typically found in mobile apps or websites rather than magazines or newspapers; they're often interwoven into content like blog posts and articles rather than appearing as separate sections, and they don't always look like traditional advertisements at all!

The goal of native advertising is to look like the surrounding media environment in order to increase engagement.

Native advertising is a type of advertising that seeks to blend in with the content surrounding it.

It looks similar to the content on the web pages it appears on and can be anything from an image or video to an article or review. The goal is for the ad to look like the other content on a webpage, increasing engagement.

Native ads are designed so that they fit into the website’s media environment; they don’t interrupt your experience with popups or banner ads, but instead, integrate seamlessly onto your screen. Native ads also tend to be more engaging than non-native ones: because they match up so well with their surroundings, users are more likely to see them as something worth checking out—and this leads them down a path towards conversion (i.e., buying something).

Native advertising can be purchased programmatically or via a private marketplace (PMP).

When it comes to purchasing native advertising, you can choose between a programmatic or PMP approach.

Programmatic buying means that your ad is served based on performance metrics and audience data, rather than the context of the site where it appears. PMP buying involves working with a third-party agency that acts as an intermediary between you and the publisher(s) you’re targeting—this allows for more control over where your ads appear and how often they’re run.

Native video ads are sometimes referred to as "in-stream" video advertisements, as opposed to pre-roll or post-roll video ads, which are not native.

Native video ads are sometimes referred to as "in-stream" video advertisements, as opposed to pre-roll or post-roll video ads, which are not native. Pre-roll and post-roll ads appear before or after content on a website, but native ads appear in the middle of it.

Native advertising is a way for ad creators to integrate with their platform rather than just occupy it.

Native advertising is a way for ad creators to integrate with their platform rather than just occupy it. Native ads look like editorial content on a site because they're designed to fit in seamlessly with the context of the platform.

As opposed to other ad formats that are more obvious and jarring, native advertising makes you feel like you're seeing something you'd find elsewhere on the site or app. You might see a full-screen video ad or an article that looks like it's from another source (like BuzzFeed) but is actually being paid for by an advertiser.

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