Native Advertising
Native advertising is paid media that matches the look, feel, and behavior of the place where it appears (e.g., an in-feed post on a news site or social app), while being clearly labeled as an ad. The IAB groups modern native into three core types: in-feed/in-content ads, content-recommendation widgets, and branded/native content (sponsored articles or videos produced with a publisher). All native formats must include clear disclosure so people can tell ads from editorial content.
Regulators such as the U.S. Federal Trade Commission (FTC) require disclosures to be clear and prominent (e.g., “Ad,” “Sponsored”). Placement near the ad’s headline or focal point is recommended, and the disclosure should remain on any click-through page as well.
Why It Matters
Relevance & experience: Native ads fit the surrounding experience, which can improve attention and reduce “banner blindness” when done transparently.
Full-funnel flexibility: Formats range from in-feed units that drive clicks to sponsored content that educates and builds trust.
Compliance: Clear labeling protects consumers and brands; deceptively formatted ads can trigger enforcement action.
Examples
In-feed ad on a news site or social feed with a “Sponsored” label that matches the site’s typography.
Content-recommendation widgets (“From around the web”) showing paid links next to editorial links—each paid item should be individually labeled.
Branded/native article or video produced with a publisher’s studio and published in the outlet’s template, with visible disclosure at the top of the page.
Best Practices
Disclose clearly. Use simple words like “Ad” or “Sponsored”; place labels before/above headlines or on the image/thumbnail if that’s the focal point. Keep the disclosure on the click-through page as well.
Match context, not trick users. Align tone, design, and topic with the host environment but never blur the line between ad and editorial.
Choose the right native type. Use in-feed/in-content for traffic, content-recommendation for scale, and branded/native content for deeper storytelling.
Measure like a campaign. Tag with UTMs, track viewability/engagement and downstream conversions in analytics. (IAB frames native as suitable for both upper- and lower-funnel goals.)
Mind platform changes. Ensure labels are consistent and obvious on every platform to avoid deceptive-format risks.
Related Terms
Branded Content / Sponsored Content
Programmatic Native / OpenRTB Native
FAQs
Q1. How is native advertising different from banner ads?
Native ads adopt the host site’s format (typography, layout, placement) and sit within content streams; banners use standard ad slots. Both are ads, but native must also be clearly labeled.
Q2. What are the main types of native ads today?
IAB highlights three: in-feed/in-content, content-recommendation units, and branded/native content (paid articles/videos).
Q3. What does the FTC say about disclosure?
Disclosures must be clear, conspicuous, and understandable, placed near the headline or focal point, and also shown on the click-into page. Terms like “Ad” or “Sponsored Advertising Content” are recommended.
Q4. Are content-recommendation widgets considered native advertising?
Yes, when they deliver paid content links, they’re a native format and must be labeled so people know which items are ads.
Q5. Is native advertising allowed on social media?
Yes, in-feed sponsored posts are a major native format, but labels must be consistent and obvious to avoid deceptive formatting.