Native advertising

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Native advertising is a form of online advertising that matches the form and function of the platform on which it appears. The word "native" refers to the content's coherence with other media on the platform.


One form of native advertising, publisher-produced brand content, is similar in concept to a traditional advertorial, which is a paid placement attempting to look like an article. [1]

Formats for native advertising include promoted videos, images, articles, commentary, music and other media. Examples of the technique include Search advertising (ads appearing alongside search results are native to the search experience) and Twitter with promoted Tweets, trends and people. Other examples include Facebook's promoted stories or Tumblr's promoted posts. Content marketing is another form of native advertising, placing sponsor-funded content alongside editorial content [2] or showing "other content you might be interested in" which is sponsored by a marketer alongside editorial recommendations.[3]


The types of platforms and websites that participate in native advertising can be split into two categories, “open” and “closed” platforms:[citation needed]

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