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 that 93% felt that "integration into the design of the publisher's site and lives on the same domain" clearly defined this type of advertising.

Definition of native advertising
Definition of Native Advertising
(Percentage of respondents, n=28)