n. Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.
Native ads match the visual design of the experience they live within, and look and feel like natural content.
Native ads must behave consistently with the native user experience, and function just like natural content.
The largest social platforms in the world monetize with native, in-feed ads, including Facebook, Twitter, 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 Native Advertising Task Force (co-chaired by Sharethrough CEO Dan Greenberg) established six core native ad formats.
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.
25% more consumers were measured to look at in-feed, native ad placements more than standard banners.
Consumers looked at native ads 2% more than editorial content and spent the same number of seconds viewing.
97% of mobile media buyers report that native ads were very or somewhat effective at achieving branding goals.
Native ads registered 18% higher lift in purchase intent than banner ads.
Sharethrough's proprietary research examines monetization and content marketing effectiveness and the digital advertising trends of the future.
An Industry Guide to OpenRTB 2.3
OpenRTB 2.3, a collection of advertising recommendations from the International Advertising Bureau, sets a standard for how native ads can be bought and sold through a real-time auction. With new support for native advertising, the OpenRTB 2.3 API and OpenRTB Dynamic Native Ads API provide a common language so developers can support the scaling of native ads.
A good infographic is worth a thousand words. Check out these data visualizations using data from our platform and our research.
Browse the top sponsored editorial content ranked by sharing across social channels. Visit site »
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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, London, Chicago and Los Angeles.