Native Advertising

This report discusses native advertising, including its disputed definition, ad revenues, best practice, effectiveness and moves towards regulation in the US.

Native Advertising

Jessica Letizia and Jenna Drew

What is Native Advertising?

A standard definition of native advertising has yet to be established. IAB (2013) noted that "to a large extent, native is in the eye of the beholder, depending on where one sits in the ecosystem and the strategic and media objectives of the marketer."

"The definition of native advertising clearly overlaps with existing definitions of sponsored/branded/custom content, as well as advertorial. Differentiation can border on splitting hairs" (Altimeter, 2013).

The Online Publishers Association (2013), surveyed OPA members regarding a definition of native advertising and found...

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