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.
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.
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.
Native Ad Examples
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.