Native advertising has grown in popularity in recent years, in part due to growing concerns around the effectiveness of some other forms of digital advertising. It can help to circumnavigate the rise of ad blocking software, and marketers and publishers are investing in models that prioritise high quality and valuable content.
Definition
Like an old-fashioned ‘advertorial’, native ads are often presented as content. They are placed in a way that is consistent in form and function (i.e. design, context and behaviour) with the online media platforms or publishers they appear in. In-stream ads, branded content, and paid search can be considered...