Native advertising

Native advertising is a form of paid advertising that matches the look, feel and user experience of the platform on which it appears. As a result, the advertisement blends naturally with its surroundings and is less disruptive than traditional display advertising, while remaining clearly identifiable as paid content.

Common forms of native advertising include advertorials, sponsored articles, branded content, promoted social media posts and sponsored search results. Although these advertisements closely resemble the platform's editorial or organic content, they must be clearly labelled as advertising or sponsored content to ensure transparency for users.

Native advertising can generate higher engagement and a more positive user experience than traditional online advertising because its content is better aligned with the context in which it is presented.