It is a type of online advertising, which matches the form and function of the platform on which it appears.
Native advertising is a form of paid mobile advertising in which the ad experience follows the natural form and function of website. Native ads replicate the visual design of the website where they are targeted. They look and feel like integral website content. Also, native ads behave consistently with native user experience of the site and functions similarly as original content.
Many big media companies monetize their content with native ads. Also, large social networking platforms like Facebook, Twitter, Instagram, and Snapchat monetize with native, in-feed ads. Again, the publishing industry is following into the style with companies like Wall Street Journal, New York Times, Time Inc, and Forbes introducing new advertising integrations on mobile and desktop to match the form & function of their news feeds.
Referred to as native ads or even advertorials, many publishers have their sponsored content studios to create content specifically for their partner brands. Publishers include old media houses like Wall Street Journal, New York Times, Time Inc, Forbes, & The Guardian, and new media companies like Buzzfeed, Slate and Thought Catalog, among others.
The world is today advertising-saturated and consumers have become pretty smart in ignoring advertising from afar. Also, consumers tend to view the information in ads as sceptical info as users know about paid digital marketing ads.
Native ads combat both these issues. By looking in the same form and function as the original content around it, native advertising camouflages marketing messages in such a way that they look like editorial content.
The blending of ads in content makes it more likely for native ads to be perceived as editorial content resulting in giving two more significant benefits: