Native Advertising Flashcards

What is native advertising?

Answer: Paid advertising that matches the form, feel, and function of the content surrounding it on a given platform

Native advertising is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed, blending with editorial content in appearance.

What is the IAB's Native Advertising Playbook designed to address?

Answer: Defining native ad formats, disclosure standards, and best practices for the industry

The IAB's Native Advertising Playbook defines six core native ad types, establishes disclosure requirements to differentiate paid content from editorial, and provides implementation guidelines.

What disclosure requirement does the FTC (and IAB guidelines) require for native advertising?

Answer: Native ads must clearly disclose their paid nature with labels like 'Sponsored,' 'Ad,' or 'Promoted'

The FTC requires that consumers can readily recognize native advertising as paid content, requiring clear and conspicuous labels such as 'Sponsored Content,' 'Advertisement,' or 'Promoted.'

What is sponsored content (a form of native advertising)?

Answer: Editorial-style articles or videos created or funded by an advertiser that appear within a publisher's environment

Sponsored content is paid editorial-style content (articles, videos, infographics) that an advertiser funds and that appears within a publisher's site, labeled as sponsored but resembling regular content.

What is in-feed advertising as defined by the IAB?

Answer: Native ads that appear within a publisher's content feed or social media stream, matching the surrounding content style

In-feed ads appear directly within editorial or social media content streams, designed to look like organic content entries and most commonly seen on platforms like Facebook, Twitter, and BuzzFeed.

What are content recommendation widgets in native advertising?

Answer: Ad units at the bottom of articles suggesting 'recommended' content that are actually paid placements

Content recommendation widgets (from providers like Taboola and Outbrain) appear below articles as 'You May Also Like' or 'Recommended Stories' but include paid placements alongside editorial recommendations.