IAB Native Advertising and Content Marketing Flashcards

What is 'earned media' and how does it relate to content marketing?

Answer: Organic coverage, shares, and mentions that a brand earns through quality content rather than paid promotion

Earned media is coverage or promotion a brand receives organically—such as press coverage, social shares, or word-of-mouth—often as a result of effective content marketing efforts.

What is 'thought leadership content' in B2B content marketing?

Answer: Expert content that establishes a brand or individual as an authoritative voice in their industry

Thought leadership content positions a brand or individual as an industry expert and trusted authority by sharing original insights, perspectives, and expertise on relevant topics.

What does 'content syndication' mean in digital marketing?

Answer: Publishing or distributing existing content across third-party platforms or websites to reach a wider audience

Content syndication involves republishing or distributing your content (articles, whitepapers, videos) through third-party channels or platforms to expand reach beyond your own properties.

According to the IAB, what is the most important disclosure requirement for native ads?

Answer: The commercial nature of the content must be clearly and conspicuously disclosed so a reasonable consumer understands it is advertising

The IAB and FTC both emphasize that native ads must clearly and conspicuously disclose their commercial nature, ensuring consumers understand they are viewing paid content.

What is 'sponsored social content' (influencer marketing) in digital advertising?

Answer: Paid partnerships where brands compensate social media influencers to create and share content featuring the brand

Sponsored social content (influencer marketing) involves brands paying social media creators to produce and share content that features or promotes the brand to the influencer's audience.

What is the 'content marketing funnel' and how do native ads support it?

Answer: A framework mapping content types to awareness, consideration, and conversion stages—native ads drive traffic into the funnel at the awareness stage

The content marketing funnel maps content to each stage of the buyer journey; native advertising is particularly effective at the awareness and consideration stages by driving users to engage with brand content.