IAB IAB Native Advertising and Content Marketing

Question 1

How does the IAB define 'native advertising'?

Accepted Answer

Paid advertising that matches the form, feel, and function of the media format where it appears

Answer

The IAB defines native advertising as paid ads that are so cohesive with the page content, assimilated into the design, and consistent with the platform behavior that the viewer simply feels they belong.

Question 2

What does the FTC require for native advertising in the United States?

Accepted Answer

Native ads must be clearly labeled as advertising so consumers can distinguish them from editorial content

Answer

The FTC requires that native ads be clearly and conspicuously disclosed as advertising so that consumers understand they are viewing paid content, not independent editorial.

Question 3

Which of these is an example of native advertising?

Accepted Answer

A sponsored article on a news site that matches the editorial style and format of the publication

Answer

A sponsored article that mimics the look, tone, and format of a publication's regular editorial content is a classic example of native advertising.

Question 4

What is 'content marketing' in the context of digital advertising?

Accepted Answer

A strategic marketing approach focused on creating valuable, relevant content to attract and retain a clearly defined audience

Answer

Content marketing involves creating and distributing valuable, relevant, and consistent content to attract, engage, and retain a target audience, ultimately driving profitable customer action.

Question 5

What is 'sponsored content' in digital publishing?

Accepted Answer

Content created by or for an advertiser that is published on a media platform and clearly labeled as paid

Answer

Sponsored content is paid content that an advertiser funds and is published within a media platform, clearly labeled as paid, and designed to blend with the platform's editorial environment.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB IAB Native Advertising and Content Marketing