In-feed ads have perhaps the largest variation in execution. Here are three common examples and how they fit into the IAB Native Framework.

#1 — An endemic in-feed ad that is in a publisher’s normal content well, is in story form where the content has been written by or in partnership with the publisher’s team to match the surrounding stories, links to a page within the site like any editorial story, has been sold with a guaranteed placement so the buyer knows exactly what context will surround it, and is measured on brand metrics such as interaction and brand lift will fit into this framework as follows:

#2 — A linked in-feed ad that is in a publisher’s normal content well; is a promotional ad; links off of the site to content, editorial content, or brand’s landing page; has been sold with a guaranteed placement; and is measured by CTR and conversions maps out in this way:

Commonly used disclosure language for in-feed ads

"Advertisement" or "AD" (Google, YouTube)

"Promoted" or "Promoted by [brand]" (Twitter, Sharethrough)

"Sponsored" or "Sponsored by [brand]" or "Sponsored Content" (LinkedIn, Yahoo)

"Presented by [brand]" + "Featured Partner" tag (BuzzFeed, Huffington Post)

"Suggested Post" + a "Sponsored" tag (Facebook)

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