IAB Native Advertising

Question 1

What is native advertising?

Accepted Answer

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

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Advertising created by local companies for their home region

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Ads that use native device features like GPS and camera

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Advertising built natively within a platform's own ad tools

Question 2

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

Accepted Answer

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

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Creating rules for bidding on native ad inventory in programmatic auctions

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Establishing creative production guidelines for native ad content

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Setting pricing benchmarks for native advertising placements

Question 3

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

Accepted Answer

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

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Advertisers must include their full legal name in every native ad

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Native ads must include a link to the advertiser's privacy policy

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Publishers must add a footnote identifying native ads at the bottom of pages

Question 4

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

Accepted Answer

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

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Content displayed on a brand's sponsored social media profile

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Free content provided by a publisher in exchange for ad purchases

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Press releases distributed by brands through wire services

Question 5

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

Accepted Answer

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

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Ads inserted within RSS feed subscriptions sent to readers

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Video ads shown within the main navigation feed of an app

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Banner ads placed in the header feed of a news website

Question 6

What are content recommendation widgets in native advertising?

Accepted Answer

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

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Editorial tools that suggest related articles based on reading history

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Native ads embedded within a website's internal search results

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Pop-up ads that recommend content based on user preferences