The Adjust Mobile Measurement Glossary

Native Advertising

Definition

What is Native Advertising?

Native advertising is when paid media is designed to match the content of a particular media source. An example of mobile native advertising would be paid video content on the Youtube app. This media is designed to match the visual design and function of natural content, appearing in your feed of recommended videos.

Why do advertisers choose native advertising?

These types of ads provide a great opportunity for creative exposure. Recommendation widgets and in-feed commerce are popular native advertising options, but advertisers can also use the method to distribute creative, customized in-app content. By tailoring advertising for a platform’s forms and functions, there is an opportunity to expose users to unique content that is particularly engaging to that audience.

Native advertising also often outperform traditional ads. Studies have shown that even though users are aware the content was paid for, native advertising gets higher engagement than traditional advertising methods. This could be because the content can be consumed in a way that is natural and intuitive to a user’s regular media consumption.

How can users know when content is native advertising?

There are laws and legal guidelines in place to prevent native ads from being deceptive. For example, you will often see text such as ‘promoted by’ or ‘sponsored’ within a thumbnail, banner or header - indicating that users will be linked to paid content.

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