na·tive ad·ver·tis·ing

n. A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

The Essential Components of a Native Ad


Native ads match the visual design of the experience they live within, and look & feel like natural content.


Native ads must behave consistently with the native user experience, and function just like natural content.


Leading Media Companies Monetize Their Content Feeds with Native Ads

The largest social platforms in the world monetize with native, in-feed ads, including Facebook, Twitter, Pinterest, Instagram, and Tumblr. The publishing industry is quickly following suit, as companies such as Time Inc, Forbes, Wall Street Journal, New York Times, and USA Today, continue to introduce new advertising integrations on desktop and mobile that match both the form & function of their editorial feeds.

Types of Native Ad Integrations

The IAB’s Native Advertising Task Force, which is co-chaired by Dan Greenberg, Sharethrough CEO  and Patrick Albano, Yahoo Vice President, recently established the six core interactive ad formats within the native landscape.

To learn more about the native ad categories, marketplace considerations and recommended disclosure principles download the IAB Native Ad Playbook.

The Role of Sponsored Content

Sometimes referred to as advertorials or even native ads, leading publishers have launched sponsored content studios to create content on behalf of brands. Publishers include venerable media brands such as Time Inc, Forbes, Wall Street Journal, New York Times, and The Guardian, as well as new media companies like Buzzfeed, Thought Catalog, Slate and many others. To keep up with the best performing sponsored content, check out the Sponsored Content Leaderboard.


Lets Get Down to the Data. Why Go Native?


People See Them

25% more consumers were measured to look at in-feed, native ad placements more than standard banners.


Viewed As Editorial

Consumers looked at native ads 2% more than editorial content and spent the same number of seconds viewing.


Mobile Branding

97% of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.


Purchase Drivers

Native ads registered 18% higher lift in purchase intent than banner ads.

Native Ad Resource Repository


Research & Reports

Sponsored Content Power Rankings

Additional Resources

Browse the top sponsored editorial content ranked by sharing across social channels.

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Native Ad Examples

About Sharethrough


Sharethrough is a software company that powers in-feed “native” ad placements for brands and publishers. The Sharethrough Advertising Exchange (STX) is the world’s largest in-feed advertising exchange and enables Fortune 1000 brands to drive engagement towards their brand content on premium websites. Top media companies partner with Sharethrough to create, manage, and monetize in-feed ads across all connected devices. Founded in 2008, Sharethrough is headquartered in San Francisco with offices in New York and Chicago.