Native Advertising

Native advertising is a form of paid media where the ad content matches the form, feel and function of the platform on which it appears. Unlike traditional banner ads or pop-ups, native ads blend seamlessly with editorial content, making them less disruptive and more engaging for users. Common formats include sponsored articles, promoted listings, in-feed ads and recommended content modules.

Native advertising is designed to deliver value while promoting a brand, product or cause. For example, a sponsored article on a news site may share insights related to a brand’s mission or expertise, while subtly encouraging action. Native ads often include disclosure labels such as “Sponsored” or “Promoted” to maintain transparency. They perform well because they align with user intent and mimic the platform’s organic content. Platforms like Outbrain, Taboola, LinkedIn and Meta offer native ad placements across a wide range of websites and apps.

Effective native advertising drives awareness, engagement and conversions without disrupting the user experience. For nonprofits, native ads can amplify stories, highlight impact or drive donations in a contextually relevant way. For B2B and SaaS companies, they can support thought leadership, lead generation and product education. The key to success is creating content that informs, entertains or solves a problem while naturally introducing your brand. Performance metrics such as click-through rate, time on page and assisted conversions can help assess impact and refine strategy.