native advertising

[ ney-tiv ad-ver-tahy-zing ]

noun

1. paid advertising content on a website or social media feed that is independently produced by the advertiser but seamlessly integrated into the core content of the site or feed, conforming to its design and format: Compare sponsored content ( def ), branded content ( def ).

   native advertising that is almost indistinguishable from the paper’s news stories.

2. this type of online advertising, or the practice of advertising in this way.

Other Words From

• na·tive ad noun

Word History and Origins

Origin of native advertising¹

First recorded in 2010–15

Example Sentences

The intent here is to even out the skewed market imbalance between Canadian journalism and Big Tech platforms, many of which have offered distribution pathways and occasional payment agreements to digital news sites while also sapping them of revenue from native advertising—a sector dominated by those very corporations.

From Slate

The deal is part of a 30-year exclusive advertising partnership that allows Yahoo to use Taboola’s technology to manage its sizable business in native advertising — ads that have the characteristics of traditional news and entertainment content.

From New York Times

Taboola, founded in 2007, specializes in native advertising, operating a sprawling advertising network over thousands of well-known websites, including CNBC, NBC News and Insider.

From New York Times

Many outlets, from CNN to The Times, run what are known as “advertorials,” native advertising or sponsored content — promotional materials produced by their advertising departments or by advertisers themselves that at a glance resemble news articles or opinion pieces.

From Los Angeles Times

Two years later, he was the firm’s president and on his way to pioneering many of the techniques we now associate with pharmaceutical sales, such as courting physicians with free meals and creating “native advertising” that looked like independent editorial content.

From Washington Post