Native advertising is paid content, often well-disguised as organic content. Content promoted in this way may appear to provide value, but the overall goal is to sell a product or service. Unlike display ads or banner ads, native ads don’t really look like ads. They look like part of the editorial flow of the page. The key to native advertising is that it is non-disruptive.
If an ad looks like a content rather than a regular display ad then readers may not know they are consuming a paid advertisement.

Although native ads blend well into a page, you can still know it is a paid ad by a few features;

  • “Suggested Posts/videos”, “Sponsored Post/Content” or “Recommended” will be written above or below the native ad.
  • Small icons on the top right, which when clicked denotes that it is a paid content.

Types of Native Ads

  • In-Feeds Native ads: In-feed native advertising promote sponsored content within a publication’s natural index of articles. In addition to seeing original content as part of a stream or gallery, readers see sponsored content from advertisers. The content is marked as sponsored, but it blends into the publisher’s native experience.
  • Paid Search Units: Paid search ads are like promoted listings except the listings appear at the top of customer search results. They’re used both for search engine marketing and within search results for individual domains.
  • Recommendation Widget: At the end of articles on most publishing sites, readers often encounter widgets with a heading that says “Recommended for You” or “You May Also Like…” These recommendation widgets, allow brands to leverage the audiences of major publishers to drive traffic back to their websites. Content recommendation widgets are good for publishers that want to increase their audience or for brands using content marketing for lead generation. The key for advertisers is to develop relationships with the kinds of publishers that can actually drive traffic back to advertiser websites.
  • Promotional Listings: Promotional listings are used by e-commerce sites to feature sponsored products first, generally on a category page. In addition to getting brands to the front of the line, promotional listings are getting more cost-effective too.
  • In-ad (IAB Standard) with Native Element Units: This type of native advertising looks like a standard ad, but it has significant contextual relevancy with the publisher. For example, a food brand might promote its own proprietary recipes on websites that publish user-generated recipes, such as, or next to an article containing seasonal recipes on a publisher site.
  • Custom / “Can’t Be Contained”: The IAB uses the catch-all term “custom ads” for contextual ads that don’t fit a specific format. For instance, if you created a Pandora playlist for workout music, Pandora might serve up ads for sports products or sports drinks.

Advantages of Using Native Ads

  1. Consumers look at native ads 53% more than display ads. Native ads create an 18% increase in purchase intent. Native ad engages a reader in the same way that an editorial would.
  2. Native advertising fights ad fatigue. Native ads engage the audience instead of tire them out. Readers stop paying attention to ads because they are tired of seeing so many ads, Native ads are brand exposure cloaked in editorial content. As long as the content is relevant and interesting, native advertising engages the audience.
  3. Consumers know that Sponsored contents are a form of advertising, but they don’t mind. In a study at Stanford University, researchers found that native advertising fools nobody. Consumers are well aware that they are viewing a form of advertising, however, native ads still have a significant effect on purchase behavior.

Dochase can help boost your native advertising by featuring your content on some of our large content publishers.