Native Advertising
Native advertising is paid content designed to match the form and feel of the platform it appears on, blending into the surrounding editorial or feed experience while being disclosed as advertising.
Key takeaways
- Native ads match the form and function of their host environment.
- In-feed units in social and content feeds are the most common form.
- The OpenRTB Native spec standardizes programmatic native delivery.
- Disclosure ('Sponsored,' 'Ad') is required to keep native transparent.
Blending in, disclosed
Native ads adopt the visual style and behavior of their surroundings "” an in-feed post, a recommended article, a product listing "” so they feel less disruptive than banners. Because that camouflage can mislead, clear disclosure ('Sponsored,' 'Ad') is both an ethical and regulatory requirement.
Programmatic native
The OpenRTB Native specification breaks a native ad into components "” headline, image, description, call to action "” that a publisher assembles into its own layout. This lets native scale programmatically while each placement still matches its host design, combining native's engagement with automated buying.
| Principle | Match host form and feel |
|---|---|
| Common form | In-feed units |
| Standard | OpenRTB Native spec |
| Requirement | Clear ad disclosure |
Frequently asked questions
What is native advertising?
It's paid content styled to match the platform it appears on "” like an in-feed post or recommended article "” so it blends into the experience while being disclosed as advertising.
How does programmatic native work?
The OpenRTB Native spec sends ad components (headline, image, CTA) separately, and each publisher assembles them into its own layout, so native scales programmatically while matching each site's design.