Native advertising is paid content that matches the look and feel of the context in which it’s presented. Articles, infographics, videos, you name it – if a content producer can make it, corporations can buy it and publishing platforms can promote it.
How does a native advertisement differ from non-native advertising? Well, in order to be considered a true native advertisement, the content should align with the publication or site’s established editorial style and tone, and must also provide the kind of information that the publication’s audience typically expects.
These qualities are what make native advertisements difficult to spot, as they often blend in with the “organic” content extremely well. This is made even more challenging by the fact that there are no defined rules or guidelines on how platforms must label native ads, and standards of transparency vary widely from one platforms to another.