← Back to Blog

What Is Native Advertising?

Tech
2
minutes
Technical Level
March 6, 2013
2
minutes
March 6, 2013
Technical Level
Sharethrough
Contributing Authors & Industry Leaders
Native advertising is defined as ad strategies that allow brands to promote their content into the endemic experience of a website or app.

Native ad experiences differ from traditional digital ad formats such as display and pre-roll because they are well integrated to the visual design of a publisher’s site and are choice-based, meaning that they do not rely on interruptive or distracting mechanisms to force a user’s attention.

Native advertising exists in many different formats, including promoted videos, images, articles, music and other media types. The consistent attributes of native ads across all of these types of media are 1) Strong visual integration with the publisher’s look and feel 2) Choice-based interaction 3) Content-based experiences, i.e. ads are experienced as standalone content, not attached to unrelated media on the site.

Native ads are distributed across two specific types of online platforms: Closed and Open.

Closed Vs. Open Native Advertising:

  • Closed – Native advertising on** “Closed” **platforms is defined by brands creating profiles and/or content within a platform, then promoting that content within the confines of that same closed platform. Examples include Promoted Tweets on Twitter, Sponsored Stories on Facebook and TrueView Video Ads on Youtube.
  • Open – Native advertising on** “open” **platforms is defined by the ability for a brand to promote the same piece of branded content across multiple platforms within native ad formats. Unlike closed platforms, the branded content asset lives outside the platform. For example, Sharethrough is an open native advertising platform, as it allows brands to promote the same video file in native ad placements across multiple publishers.

See below for examples of platforms and publishers that offer native ad experiences:

Sharethrough Native Adscape

The Native Adscape is a reference tool that provides a holistic look at the Native Advertising market landscape. The Adscape segments companies and publishers by several different categories, including social vs. editorial, platform vs. publisher, open vs. closed platforms, and mobile vs. PC. As native advertising continues to grow as both a publisher monetization and branded content distribution strategy, the Native Adscape will continue to add new companies and platforms.

Wanna know more? See below for published articles on native advertising:

Join the Conversation!

Stay up on everything happening in the native advertising space by following Sharethrough on Twitter.

To view the free infographic, fill the form below.

Native advertising is defined as ad strategies that allow brands to promote their content into the endemic experience of a website or app.

Native ad experiences differ from traditional digital ad formats such as display and pre-roll because they are well integrated to the visual design of a publisher’s site and are choice-based, meaning that they do not rely on interruptive or distracting mechanisms to force a user’s attention.

Native advertising exists in many different formats, including promoted videos, images, articles, music and other media types. The consistent attributes of native ads across all of these types of media are 1) Strong visual integration with the publisher’s look and feel 2) Choice-based interaction 3) Content-based experiences, i.e. ads are experienced as standalone content, not attached to unrelated media on the site.

Native ads are distributed across two specific types of online platforms: Closed and Open.

Closed Vs. Open Native Advertising:

  • Closed – Native advertising on** “Closed” **platforms is defined by brands creating profiles and/or content within a platform, then promoting that content within the confines of that same closed platform. Examples include Promoted Tweets on Twitter, Sponsored Stories on Facebook and TrueView Video Ads on Youtube.
  • Open – Native advertising on** “open” **platforms is defined by the ability for a brand to promote the same piece of branded content across multiple platforms within native ad formats. Unlike closed platforms, the branded content asset lives outside the platform. For example, Sharethrough is an open native advertising platform, as it allows brands to promote the same video file in native ad placements across multiple publishers.

See below for examples of platforms and publishers that offer native ad experiences:

Sharethrough Native Adscape

The Native Adscape is a reference tool that provides a holistic look at the Native Advertising market landscape. The Adscape segments companies and publishers by several different categories, including social vs. editorial, platform vs. publisher, open vs. closed platforms, and mobile vs. PC. As native advertising continues to grow as both a publisher monetization and branded content distribution strategy, the Native Adscape will continue to add new companies and platforms.

Wanna know more? See below for published articles on native advertising:

Join the Conversation!

Stay up on everything happening in the native advertising space by following Sharethrough on Twitter.

No items found.
About Behind Headlines: 180 Seconds in Ad Tech—

Behind Headlines: 180 Seconds in Ad Tech is a short 3-minute podcast exploring the news in the digital advertising industry. Ad tech is a fast-growing industry with many updates happening daily. As it can be hard for most to keep up with the latest news, the Sharethrough team wanted to create an audio series compiling notable mentions each week.

Native advertising is defined as ad strategies that allow brands to promote their content into the endemic experience of a website or app.

Native ad experiences differ from traditional digital ad formats such as display and pre-roll because they are well integrated to the visual design of a publisher’s site and are choice-based, meaning that they do not rely on interruptive or distracting mechanisms to force a user’s attention.

Native advertising exists in many different formats, including promoted videos, images, articles, music and other media types. The consistent attributes of native ads across all of these types of media are 1) Strong visual integration with the publisher’s look and feel 2) Choice-based interaction 3) Content-based experiences, i.e. ads are experienced as standalone content, not attached to unrelated media on the site.

Native ads are distributed across two specific types of online platforms: Closed and Open.

Closed Vs. Open Native Advertising:

  • Closed – Native advertising on** “Closed” **platforms is defined by brands creating profiles and/or content within a platform, then promoting that content within the confines of that same closed platform. Examples include Promoted Tweets on Twitter, Sponsored Stories on Facebook and TrueView Video Ads on Youtube.
  • Open – Native advertising on** “open” **platforms is defined by the ability for a brand to promote the same piece of branded content across multiple platforms within native ad formats. Unlike closed platforms, the branded content asset lives outside the platform. For example, Sharethrough is an open native advertising platform, as it allows brands to promote the same video file in native ad placements across multiple publishers.

See below for examples of platforms and publishers that offer native ad experiences:

Sharethrough Native Adscape

The Native Adscape is a reference tool that provides a holistic look at the Native Advertising market landscape. The Adscape segments companies and publishers by several different categories, including social vs. editorial, platform vs. publisher, open vs. closed platforms, and mobile vs. PC. As native advertising continues to grow as both a publisher monetization and branded content distribution strategy, the Native Adscape will continue to add new companies and platforms.

Wanna know more? See below for published articles on native advertising:

Join the Conversation!

Stay up on everything happening in the native advertising space by following Sharethrough on Twitter.

About Calibrate—

Founded in 2015, Calibrate is a yearly conference for new engineering managers hosted by seasoned engineering managers. The experience level of the speakers ranges from newcomers all the way through senior engineering leaders with over twenty years of experience in the field. Each speaker is greatly concerned about the craft of engineering management. Organized and hosted by Sharethrough, it was conducted yearly in September, from 2015-2019 in San Francisco, California.

Stay Up-to-Date—

Subscribe to our newsletter and receive cutting-edge digital advertising insights, including our weekly Behind Headlines episodes, delivered right to your inbox.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Listen to Next—
3:00
November 19, 2021
Behind Headlines: 180 Seconds in Ad Tech — Secrecy & Augmented Reality
This week in Behind Headlines: 180 Seconds in Ad Tech we’re chatting about secret ad buyers, a new partnership, and augmented reality.
3:00
November 12, 2021
Behind Headlines: 180 Seconds in Ad Tech — Connected TVs & Digital Publishers
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about Connected TV ads and print publishers going digital.
3:00
November 5, 2021
Behind Headlines: 180 Seconds in Ad Tech — Metaverses & Social TV
This week in Behind Headlines: 180 Seconds in Ad Tech we’re chatting about a new metaverse entry, social platforms on TV, and ad experiences.
Watch Next—
3:00
July 2, 2021
Behind Headlines: 180 Seconds in Ad Tech — Delayed Cookies & Investments
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the delay in the depreciation of third-party cookies & news on IPOs.
3:00
June 25, 2021
Behind Headlines: 180 Seconds in Ad Tech — Power Plays & Privacy
This week in Behind Headlines: 180 Seconds in Ad Tech we’re taking a look at the role of competition and key player’s growing dominance.
3:00
June 18 2021
Behind Headlines: 180 Seconds in Ad Tech — Lawsuits & Set Backs In Addressability
This week in Behind Headlines: 180 Seconds in Ad Tech we’re talking about the rise in privacy and addressability, from lawsuits to setbacks.
Sharethrough
Contributing Authors & Industry Leaders

About the Author

Sharethrough is made up of inspired forward-thinkers with first hand knowledge of the industry, who support the business & help the company flourish.

More from this author
Notification Image

Sharethrough & Equativ are Merging!

Together, we form one of the largest independent ad platforms and marketplaces worldwide.

Learn More →