Glossary
Native advertising
Ads that look like the content around them: recommended-article widgets under news stories, sponsored posts in feeds, a paid article in a blog. Bought from native networks per click; runs on advertorial pre-landers.
Also called: native ads, sponsored content.
Native networks place a widget of headline-plus-thumbnail cards on publisher sites. The card looks like an article, and the click goes to an advertorial that reads like one. It is the home of nutra, finance and e-commerce campaigns in Tier-1.
The format lives on headlines: a native campaign tests dozens of headline-and-image pairs, then dozens of advertorials. Volume is large, clicks are cheap, and the audience is older than on social.
Related terms: Teaser, Pre-lander, Publisher, Display advertising.