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

Answer

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.

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

Answer

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.

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'

Answer

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.'

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

Answer

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.

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

Answer

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.

IAB - Interactive Advertising Bureau Practice Test

IAB - Interactive Advertising Bureau Practice Test

IAB Native Advertising