The Clock is Ticking for Brands to ‘Go Native’


For a direction that the industry is inextricably headed towards, the level of confusion around what native advertising is remains a persistent concern.

For the record, it is not click bait, it is not just about content aggregators like Outbrain or Taboola, and it is not to be confused with content marketing though the two are similar yet very different platforms. Content marketing refers to a larger practice of advertising and content distribution as a whole.

Native advertising refers to a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed.

In other words, the appearance of an ad in an article or page does not jar the reader’s user experience and typically offers relevant or interesting information designed to engage.

Like how chocolate mousse and chocolate cream are similar but different, with both offering an engaging experience.

native advertising

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