Native advertising is a form of paid media where the ad matches the form, feel, and function of the platform on which it appears. It is designed to blend in with the surrounding content, providing a less disruptive experience than traditional display ads.

Examples include sponsored articles on news sites, promoted posts on social media, and recommended content widgets. Native ads are effective because they are relevant and non-intrusive, but they must be clearly labelled as advertising to maintain trust and comply with regulations.

Key points

• Ads that match platform content
• Less disruptive than display ads
• Must be clearly labelled
• Effective when relevant