IAB Native Advertising and Content Marketing Flashcards

How does the IAB define 'native advertising'?

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

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.

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

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

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.

Which of these is an example of native advertising?

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

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

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

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

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

What is 'sponsored content' in digital publishing?

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

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.

What is 'branded content' and how does it differ from a traditional ad?

Answer: Branded content is storytelling or editorial content that a brand creates and owns, focused on building brand affinity rather than direct product promotion

Branded content is storytelling-driven content created by or with a brand that aims to entertain, inform, or inspire, with brand values front and center—rather than leading with a direct product pitch.